TY  - BOOK
AU  - Arens, William F.
TI  - Contemporary advertising
SN  - 0072415444
U1  - 659.1 22
PY  - 2002///
CY  - Boston
PB  - McGraw-Hill Irwin
KW  - Business
KW  - Advertising strategy
KW  - Crafting marketing
KW  - Consumer behavior
KW  - Marketing communication
KW  - Sales promotion
KW  - Personal selling
KW  - Public relation
KW  - Corporate advertising
KW  - Media advertising
N1  - Business
ER  -