Arens, William F.
Contemporary advertising /
William F. Arens.
- 8th ed.
- Boston : McGraw-Hill Irwin, c2002.
- xxxii, 614, 70 p. : ill. ; 28 cm.
0072415444
Business.
Advertising strategy.
Crafting marketing.
Consumer behavior.
Marketing communication.
Sales promotion.
Personal selling.
Public relation.
Corporate advertising.
Media advertising.
659.1