M advertising

Chapter 1: The evolution of advertising -- Chapter 2: The environment of advertising -- Chapter 3: The business of advertising -- Chapter 4: Segmentation, targeting, and the marketing mix -- Chapter 5: Communication and consumer behavior -- Chapter 6: Account planning and research -- Chapter 7: Mark...

Full description

Bibliographic Details

Main Authors:	Arens, William (Author), Schaefer, David H. (Author), Weigold, Michael F. (Author)
Resource Type:	Book
Language:	English
Published:	New York, NY McGraw-Hill Education 2015.
Edition:	Second edition.
Subjects:	Advertising. Advertising in art.