Readings in Advertising and Promotion Strategy

The book is a paperback with visible wear along the spine and edges, indicative of its age. The cover shows some scuffing and minor creases, but the binding remains intact. There are no inscriptions or library markings, and the pages are clean with minimal yellowing.

"Readings in Advertising and Promotion Strategy" by Arnold M. Barban and C. H. Sandage is a seminal work in the field of advertising, first published in 1968. This edition, a second printing from April 1969, is published by Richard D. Irwin, Inc., Homewood, Illinois. The book is a comprehensive collection of essays and studies that delve into the strategies and methodologies of advertising and promotion. Barban and Sandage, both esteemed professors at the University of Illinois, offer insights that are foundational for students and professionals in marketing and business. This edition is particularly valuable for its historical perspective on advertising strategies of the late 1960s, making it a noteworthy addition to any collection on business and marketing. The physical condition of this paperback copy should be reviewed for any specific considerations.