principles & practice Moriarty, Sandra E. (Sandra Ernst) creator Mitchell, Nancy 1950- Wells, William 1926- text bibliography mau Boston Prentice Hall c2012 2012 9th ed. monographic eng

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xxviii, 657 p. : ill. (chiefly col.) ; 29 cm. Enduring principles in times of turmoil -- Principle : be true to thy brand -- Practice : where is creative headed ? -- Practice : where are media headed ? -- Principles : IMC and total communication. Sandra Moriarty, Nancy Mitchell, William Wells. Rev. ed. of: Advertising : principles & practice. 8th ed. Includes bibliographical references (p. 631-640) and index. Advertising HF5823 .W455 2012 659.1 Moriarty, Sandra E. (Sandra Ernst) 9780132163644 (alk. paper) 2010023721 DLC 100607 20230410115650.0 118216