Essentials of Contemporary Advertising
Auteur : William F. Arens, David H. Schaefer, Michael F. Weigold
Date de publication : 2009
Éditeur : McGraw-Hill Irwin
Nombre de pages : 558
Résumé du livre
Exploring the core principles that drive advertising, this book goes beyond academic theory. The authors present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's real life. Every chapter concludes with a learning exercise.