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9781887229050

Advertising & the Business of Brands: An Introduction to Careers & Concepts in Advertising & Marketing

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  • ISBN13:

    9781887229050

  • ISBN10:

    1887229051

  • Format: Paperback
  • Copyright: 2000-01-01
  • Publisher: Copy Workshop
  • View Upgraded Edition
  • Purchase Benefits
List Price: $50.00

Table of Contents

Introduction
I. The Evolution of Advertising
From Advertising to Marketing
38(54)
The Modern Marketplace
92(40)
Advertising & Society
132(50)
II. The Business of Brands
Marketers & Advertisers
182(40)
Advertising Agencies
222(46)
The World of Media
268(56)
Marketing Services
324(40)
III. The Brand-Building Process
Marketing & The Planning Process
364(40)
Communication & The Creative Process
404(50)
Media & The Marketing of Messages
454(48)
Evaluation & Integration
502(28)
IV. You & The Marketplace
The Power of New Ideas
530(36)
Conclusion: you & your Career 566(44)
Index 610

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