Arens, William F. creator Weigold, Michael F. Arens, Christian. text xx New York Mcgraw-Hill 2017 2016 Fifteenth edition. monographic eng

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xxxi, 714 p ; 27 cm What are advertising and integrated marketing communications? -- Planning the campaign -- Executing and evaluating the campaign. William F. Arens, Michael F. Weigold. Includes index. Advertising Communication in marketing HF 5821 B62 1259921263 9781259921261 PHCSB 180130 20240712110528.0 on1020859955 eng