One of the best selling advertising texts, this book is well-known for its current examples, the authors ability to pull from real-world experiences, and the clear writing style. In this edition, Arens also addresses the importance of Integrated Marketing
Part 1 Advertising perspectives: the dimensions of advertising; economic, social and regulatory aspects of advertising; the scope of advertising - from local to global. Part 2 Crafting marketing and advertising strategies: marketing and consumer behaviour