Lee Yan Fong Library

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Arens, William F.

Essentials of contemporary advertising / William F. Arens, David H. Schaefer, Michael Weigold. - 2nd ed. - Boston : McGraw-Hill Irwin, c2009. - xxiv, 558 p. : col. ill. ; 28 cm.

Includes bibliographical references (p. 511-523) and indexes.

ISBN: 9780073380971 (alk. paper) 0073380970 (alk. paper) 9780071287579 (International ed. : pbk.) 0071287574 (International ed. : pbk.)

LCCN: 2008005753

Subjects--Topical Terms:
Advertising.

LC Class. No.: HF5821 / A74 2009

Dewey Class. No.: 659.1