The Advertising Handbook
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.
Author Jonathan Hardy, Iain Macrury, Helen Powell
ISBN 9781138678835
Category Advertising Books