TY  - BOOK
AU  - Kaser, Ken.
TI  - Advertising and sales promotion
SN  - 9789814687379
PY  - 2016///
CY  - Singapore
PB  - Cengage Learning Asia Pte Ltd.
KW  - Advertising
N2  - 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
ER  -