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Publisher: McGraw-Hill Higher Education
Bovee, Courtland L., Arens, William F.
The Fifth Edition of Contemporary Advertising is an equally dramatic example of this new relationship. Written by a successful advertising man and a respected educator, it not only represents a context vividly familiar to the practitioner but a treasury of insights, information, pertinent examples, and memory refreshers of surprising value. Its division of subjects knitted together with cross references, its sidebars and portfolios, all reflect the diversity that is advertising without lapsing in undue complexity.Bovee, Courtland L. is the author of 'Contemporary Advertising' with ISBN 9780256027792 and ISBN 025602779X.
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