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Contemporary Advertising and Integrated Marketing Communications, 14th Edition

Paperback – January 1, 2012
by William F. Arens
$77.58 USD
$77.58 USD
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ISBN-13: 9780071318389 ISBN-10: 0071318380
Publisher
McGraw-Hill Education
Binding
Paperback
Published
January 1, 2012
Weight
3.3 lbs
Dimensions
27.70×2.50×22.90 cm

About this book

Contemporary Advertising and Integrated Marketing Communications, 14th Edition by William F. Arens. Paperback edition. ISBN: 9780071318389.

Contemporary Advertising is perhaps the most popular advertising text on the market. It is known for its current,real-world examples and clear writing style. As a result of market feedback and the authors knowledge of current trends in the field of advertising,the seventh edition places an increased emphasis on Integrated Marketing Communications (IMC) and the role of IMC in planning advertising strategy.