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Arens, William F.; Weigold, Michael F.; Arens, Christian 作者

译者

2010-1 出版日期

736 页数

$ 112.44 价格

丛书系列

9780073530031 图书编码

Contemporary Advertising 在线电子书图书标签: advertisting 营销当代广告学

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Contemporary Advertising 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Contemporary Advertising 在线电子书图书描述

"Contemporary Advertising, 13e", is one of the best-selling advertising texts in this field. Known as the 'coffee table book' for Advertising, it is known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.

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