Arens, William F.

Contemporary advertising / William F. Arens, Courtland L. Bovée ; with the editorial collaboration of Jack J. Whidden. - 5th ed. - Burr Ridge, Ill. : Irwin, c1994. - xxx, 573, [81] p. : ill. (some col.) ; 29 cm. - The Irwin series in marketing .

Bovée's name appears first on previous editions.

Includes bibliographical references and indexes.

Advertising perspectives --
Developing marketing and advertising strategies --
Creating advertisements and commercials --
Advertising media --
Integrated marketing communications. Table of contents



025613412X 9780256134124 0256184143 9780256184143

93005995


Advertising.

HF5821 / .B62 1994

659.1 / ARC 1994

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