Duyệt Bộ môn Marketing theo Tác giả "Arens, William F."

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    • Contemporary advertising and integrated marketing communications 

      Arens, William F.; Weigold, Michael F.; Arens, Christian (McGraw-Hill, 2011)
      Known as the “coffee table book” for Advertising, it is known for its current examples, the author’s ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, ...

    • Contemporary advertising and integrated marketing communications 

      Arens, William F.; Weigold, Michael F. (McGraw-Hill, 2017)
      Known as the "coffee table book" for Advertising, it is known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, ...

    • Essentials of contemporary advertising 

      Arens, William F.; Schaefer, David H.; Weigold, Michael (McGraw-Hill, 2009)
      This book explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors’ goal was to present advertising as it is actually practiced and make the fundamentals ...