Advertising & The Business of Brands: An Introduction to Careers & Concepts in Advertising & Marketing

摘要

Advertising & The Business of Brands is an ambitious undertaking that covers almost every angle of the advertising world that one could imagine. The book has an extensive introduction followed by 12 chapters and a career appendix at the end. The 12 chapters are broken down into four sections titled: 1 The evolution of advertising. 2 The business of brands. 3 The brand building process. 4 You & the marketplace.