00949nam a22001457a 4500 161203b xxu||||| |||| 00| 0 eng d 9789814687379 6944 Kaser, Ken. Advertising and sales promotion / Ken Kaser. Singapore : Cengage Learning Asia Pte Ltd., c2016. xix, 461 pages : illustrations ; 25 cm. Contents: What is advertising. -- Consumer behavior. -- The basics of marketing. -- Product and price planning. -- Distribution planning. -- Promotion planning. -- Advertising media. -- Effective advertising and sales promotion. -- Communicating effective advertising and promotional messages. -- Management of effective advertising. -- Consumer-oriented advertising and sales promotion. -- The economics of advertising. -- Legal and ethical issues affecting advertising. -- Advertising in a future in advertising. 7578 Advertising. ddc BK 5496 5496 0 0 ddc 0 0 CIR SPMT-CAS SPMT-CAS 2016-12-03 0 Cir./659.1/K151 007640 2016-12-03 00:00:00 2016-12-03 BK