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Kleppner's Advertising Procedure (17th Edition)
by Ronald Lane ; Karen King ; Tom Russell
Binding: Hardcover, 17 edition, 864 pages
Publisher: Prentice Hall
Weight: 4.3 pound
Dimension: H: 1.4 x L: 11 x W: 8.6 inches
ISBN 10: 0132308290
ISBN 13: 9780132308298
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Book Description:

There are few areas of business and marketing that operate in a more dynamic atmosphere than advertising and promotion. The process of new product and target audience research, branding and product development, executing creative sales approaches, and selecting media and non traditional marketing communication placement are part of an evolving process that is undergoing dramatic change. The primary reason for publication of this new edition is to reflect this environment. Account people and creative people in the field of marketing communication, branding, integrated communications, and new media advertising.

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