Kleppner's Advertising Procedure (The Prentice Hall Series in Marketing)

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Kleppner's Advertising Procedure (The Prentice Hall Series in Marketing) image
ISBN-10:

0133488306

ISBN-13:

9780133488302

Edition: 13th
Released: Jan 01, 1995
Format: Hardcover, 700 pages

Description:

This classic introduction to advertising provides a broad overview of advertising issues and functions. It places the advertising function within a contemporary, integrated marketing framework--showing how the advertising function must be coordinated with all other aspects of marketing communications within the matrix of the total business function.

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