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Strategic advertising management | 4th edition

by Richard Rosenbaum-elliott and Larry Percy

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Language English
Book type Paperback
Utgiven 2012-03-29
Edition 4
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Pages 389
ISBN 9780199605583
Kategori(er) Business, Economics & Management
 ↳ Management & Organisation
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Description

Strategic Advertising Management offers a systematic look at advertising within a theoretical and strategic planning framework. The authors present an overview of 'how advertising works' and what is required from a manager's perspective, in the development of an effective communication plan. (Oxford)
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