(BQ) Part 1 book "Contemporary advertising and integrated marketing communications" has contents: Advertising and IMC today, the big picture - The evolution of advertising and IMC, the big picture - Economic and regulatory aspects, the scope of advertising - From local to global,.and other contents. | CONTEMPORARY advertising and Integrated Marketing Communications 1 14/01/16 4:32 pm 2 14/01/16 4:32 pm CONTEMPORARY advertising and Integrated Marketing Communications fifteenth edition William F. Arens Michael F. Weigold 3 14/01/16 4:32 pm CONTEMPORARY ADVERTISING AND INTEGRATED MARKETING COMMUNICATIONS, FIFTEENTH EDITION Published by McGraw-Hill Education, 2 Penn Plaza, New York, NY 10121. Copyright © 2017 by McGraw-Hill Education. All rights reserved. Printed in the United States of America. Previous editions © 2013, 2011, and 2009. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of McGraw-Hill Education, including, but not limited to, in any network or other electronic storage or transmission, or broadcast for distance learning. Some ancillaries, including electronic and print components, may not be available to customers outside the United States. This book is printed on acid-free paper. 1 2 3 4 5 6 7 8 9 0 DOW/DOW 1 0 9 8 7 6 ISBN 978-1-259-54815-4 MHID 1-259-54815-5 Senior Vice President, Products & Markets: Kurt L. Strand Vice President, General Manager, Products & Markets: Michael Ryan Vice President, Content Production & Technology Services: Kimberly Meriwether David Managing Director: Susan Gouijnstook Brand Manager: Kim Leistner Director, Product Development: Meghan Campbell Senior Product Developer: Kelly I. Pekelder Lead Product Developer: Kelly Delso Digital Product Analyst: Kerry Shanahan Marketing Manager: Elizabeth Schonagen Program Manager: Faye M. Herrig Content Project Managers: Heather Ervolino ; Danielle Clement ; Karen Jozefowicz Buyer: Jennifer Pickel Content Licensing Specialist: Carrie Burger (Photo); Shannon .
