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Principles of Marketing, 17/e
book

Principles of Marketing, 17/e

by Philip T. Kotler, Gary Armstrong
January 2017
Beginner content levelBeginner
580 pages
160h 2m
English
Pearson
Content preview from Principles of Marketing, 17/e

Marketing Jobs

This section describes some of the key marketing positions.

Advertising

Advertising is one of the most exciting fields in marketing, offering a wide range of career opportunities.

Job Descriptions

Key advertising positions include copywriter, art director, production manager, account executive, account planner, and media planner/buyer.

  • Copywriters write advertising copy and help find the concepts behind the written words and visual images of advertisements.

  • Art directors, the other part of the creative team, help translate the copywriters’ ideas into dramatic visuals called “layouts.” Agency artists develop print layouts, package designs, television and video layouts (called “storyboards”), corporate logotypes, trademarks, and ...

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Publisher Resources

ISBN: 9780134492513