书目信息 |
| 书名： | Contemporary advertising | |
| 作者： | William F. Arens. | |
| 分册号： | ||
| 分册名： | 出版地： | Boston : |
|
| 出版社： | McGraw-Hill/Irwin | |
| 出版时间： | c2004. | |
| 页数： | xlii, 617, [62] p. : | |
| 开本： | 28 cm + | |
| 丛书名： | McGraw-Hill/Irwin series in marketing | |
| 中图分类号： | ||
| 科图分类号： | ||
| 其他分类号： | H31:F713 | |
| 主题词： | ||
| 电子资源： | ||
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| 003 | OCoLC | |
| 005 | 20080402103833.45 | |
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| 020 | @a0-07-288392-8. | |
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| 020 | @a0072537728 (alk. paper). | |
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| 100 | 1 | @aArens, William F |
| 245 | 10 | @aContemporary advertising / @cWilliam F. Arens. |
| 250 | @a9th ed. | |
| 260 | @aBoston :@bMcGraw-Hill/Irwin,@cc2004. | |
| 300 | @axlii, 617, [62] p. :@bill. (some col.) ;@c28 cm +@e1 CD-ROM (4 3/4 in.). | |
| 440 | 0 | @aMcGraw-Hill/Irwin series in marketing |
| 500 | @aIncludes index | |
| 650 | 0 | @aAdvertising |
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| 945 | @aou4ug@bb3376318@ci40955305@o1@sN | |
| 970 | 11 | @l3@tThe economic, social, and regulatory aspects of advertising@p54 |
| 970 | 11 | @l2@tThe evolution of advertising@p28 |
| 970 | 11 | @l6@tMarket segmentation and the marketing mix : determinants of advertising strategy@p168 |
| 970 | 11 | @l4@tThe scope of advertising : from local to global@p96 |
| 970 | 11 | @l8@tMarketing and advertising planning : top-down, bottom-up, and IMC@p232 |
| 970 | 11 | @l9@tPlanning media strategy : finding links to the market@p266 |
| 970 | 11 | @l5@tMarketing and consumer behavior : the foundations of advertising@p136 |
| 970 | 11 | @l11@tRelationship building : public relations, sponsorship, and corporate advertising@p336 |
| 970 | 11 | @l7@tResearch : gathering information for advertising planning@p204 |
| 970 | 11 | @l13@tCreative execution : art and copy@p404 |
| 970 | 11 | @l14@tProducing ads for print, electronic, and digital media@p438 |
| 970 | 11 | @l15@tUsing print media@p484 |
| 970 | 11 | @l16@tUsing electronic media : television and radio@p514 |
| 970 | 11 | @l17@tUsing digital interactive media and direct mail@p544 |
| 970 | 11 | @l18@tUsing out-of-home, exhibitive, and supplementary media@p580 |
| 970 | 11 | @tEpilogue : re-positioning a brand : MasterCard's "priceless" campaign@p608 |
| 970 | 11 | @l10@tRelationship building : direct marketing, personal selling, and sales promotion@p304 |
| 970 | 11 | @l1@tWhat is advertising today?@p4 |
| 970 | 11 | @l12@tCreative strategy and the creative process@p370 |
| 971 | @d20050127 | |
| Contemporary advertising / / William F. Arens.-9th ed.-Boston : : McGraw-Hill/Irwin, , c2004. |
| xlii, 617, [62] p. : : ill. (some col.) ; ; 28 cm + + 1 CD-ROM (4 3/4 in.).- (McGraw-Hill/Irwin series in marketing ) |
| Includes index |
| ISBN 0-07-288392-8. |
| ● |
| 相关链接 |
正题名：Contemporary advertising
索取号：H31:F713/29=9
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