Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world’s leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas.
This Advanced Introduction provides a concise yet thorough guide to understanding and planning advertising, while answering the key questions at the forefront of this modern topic: what is advertising? What is its role in businesses and organizations? And what are the implications of the offline-online shift?
Key Features include:
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Patrick De Pelsmacker, Professor of Marketing, Faculty of Business and Economics, University of Antwerp, Belgium
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Taschenbuch. Zustand: Neu. Neuware - This Advanced Introduction provides a concise yet thorough guide to understanding and planning advertising, while answering the key questions at the forefront of this modern topic: what is advertising What is its role in businesses and organizations And what are the implications of the offline-online shift. Artikel-Nr. 9781802200904
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