Subject(s): Advertising | Advertising -- Handbooks, manuals, etc
Contents:Section I: Overview -- Handbook of advertising -- A brief history of advertising -- Integrated marketing communications: provenance, practice and principles -- Advertising and brand equity -- Section II: How advertising works -- Understanding advertising effectivenes
Subject(s): Communication in organizations -- United States
Holdings:
,Book - General,Gombak Campus Library,General Collection,Open Shelf,HD30.36U5I11G 2006,Available,00011025972