The authors suggest that advertisments, while important in our daily emotional self-management, are far more closely linked to the pragmatics of everyday life t

"The second edition of this great book brings a wealth of updates and insights into international advertising. Barbara Mueller has a knack of drawing you in so

In this new edition, students are introduced to the principles of marketing, focusing on the 4Ps as the starting point for advanced marketing concepts such as r

With a focus on the three-month period following the terrorist attacks of September 11, 2001, marketing consultant Fraim explains how American symbols are creat

This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertisin