TY  - BOOK
AU  - Arens,William F.
AU  - Weigold,Michael F.
AU  - Arens,Christian
TI  - Contemporary advertising
SN  - 1259921263
AV  - HF 5821 B62
PY  - 2017///
CY  - New York
PB  - Mcgraw-Hill
KW  - Advertising
KW  - Communication in marketing
N1  - Includes index; What are advertising and integrated marketing communications? -- Planning the campaign -- Executing and evaluating the campaign
ER  -