| 000 | 00949nam a22001457a 4500 | ||
|---|---|---|---|
| 008 | 161203b xxu||||| |||| 00| 0 eng d | ||
| 020 | _a9789814687379 | ||
| 100 |
_96944 _aKaser, Ken. |
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| 245 |
_aAdvertising and sales promotion / _cKen Kaser. |
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| 260 |
_aSingapore : _bCengage Learning Asia Pte Ltd., _cc2016. |
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| 300 |
_axix, 461 pages : _billustrations ; _c25 cm. |
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| 520 | _aContents: 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. | ||
| 650 |
_97578 _aAdvertising. |
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| 942 |
_2ddc _cBK |
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| 999 |
_c5496 _d5496 |
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