TY  - GEN
AU  - Arens,William F.
AU  - Whidden,Jack J.
TI  - Contemporary advertising
T2  - Irwin series in marketing
SN  - 0256182574
U1  - 659.1 
PY  - 1996///
CY  - [S.l.]
PB  - Richard D Irwin
N1  - Hardcover
N2  - This introductory text presents advertising as it is actually practiced - as a business, marketing tool, as a creative process and as a hybrid discipline that employs elements of the various arts and sciences. It pays close attention to Arens, and also covers the latest buzz words in the business: integrated marketing communications, database and relationship marketing, interactive digital media, brand equity, ethics and cause marketing
UR  - http://www.amazon.com/exec/obidos/ASIN/0256182574/chopaconline-20
UR  - http://www.chopac.org/cgi-bin/tools/azrev.pl?q=0256182574
ER  -