TY  - BOOK
AU  - Arens,William F.
AU  - Weigold,Michael F.
AU  - Arens,Christian
TI  - Contemporary advertising and integrated marketing communications
SN  - 9780071220606
AV  - HF5821.A74 2011 
PY  - 2011///
CY  - Boston
PB  - McGraw-Hill Irwin
KW  - Advertising
N1  - Prev. ed. has title: Contemporary advertising; Includes index; Advertising perspectives-- Crafting marketing and advertising strategies-- Creating advertisements and commercials-- Using advertising commercials-- Using advertising media-- Intergrating advertising
ER  -