Advertising And Promotion

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Advertising and promotion

There is no shortage of textbooks in this area - rather a bewildering array of titles on every conceivable aspect of the subject. The problem of selection is at first sight formidable, but it becomes less so if one looks for one single book, complete in itself; covering the whole vast subject, from the point of view of the company executive rather than the agency. On these criteria we come back to the Dartuell Corporation's Advertising Manager's Handbook, or, if your interests are essentially below the line, the Sales


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