The Advertising Handbook

المؤلف Helen | الناشر Routledge

سنة النشر 2018

الترقيم الدولي 9781138678835

نوع الغلاف غلاف عادي

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The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and marketing) industries and their relationship to the consumer. Profiles and case studies illustrate innovation and diversification among advertising, marketing and public relations companies. Discussion questions aid learning and encourage debate about the activities and influence of advertising today.