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Principles Of Advertising: A Global Perspective
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Principles Of Advertising: A Global Perspective
By
Monle Lee & Carla Johnson
It is a complete and well-organized introductory textbook to advertising. Educators in the field and students will explore the advertising business envoirnment, the legal and political forces that are involved, advertising agencies, market segmentation, target marketing, product positioning, consumer behavior, marketing and advertising research, the creative aspect of advertising, ponint advertising and much more ..
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