The Advertising Business (Paperback)
Operations, Creativity, Media Planning, Integrated Communications
Sage Publications, Inc, 9780761912392, 560pp.
Publication Date: February 10, 1999
The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single knowledge bank' of theory and practice for advertising students and professionals.