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|a Arens, William F
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|a Publicidad /
|c William F. Arens, Michael F. Weigold, Christian Arens ; revisión técnica Ivonne Raso Arcaute, Jean Dommette N. ; traductores Claudia Cabrera y Jorge A. Velázquez Arellano.
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|a México :
|b McGraw- Hill,
|c ©2008.
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|a xxxii, 714 páginas :
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|a Incluye referencias bibliográficas e índice.
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|a Perspectivas de la publicidad -- Elaboración de estrategias de mercadotecnia y publicidad -- Integrar la publicidad con otros elementos de la mezcla de comunicación -- Creación de anuncios y comerciales -- El uso de los medios impresos de publicidad.
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