Advertising Communications and Promotion Management - Couverture souple

Rossiter, John

 
9780071155144: Advertising Communications and Promotion Management
Couverture souple
ISBN 10 : 0071155147 ISBN 13 : 9780071155144
Editeur : McGraw-Hill Professional, 1997

Synopsis

Although much of the coverage is radically new, the text is based upon the highly-regarded Rossiter-Percy framework for advertising communications and promotion management introduced in the first edition in 1987. The new name for the revision reflects the integration of mainstream advertising with corporate communications, direct response advertising, and promotions. A completely new section, Part 5, covers integrated communications strategy. Part 6 on Media Strategy has been expanded to incorporate both traditional advertising media and the new media. A broader perspective has been taken throughout the new edition, with more emphasis on corporate communications and business products and services in addition to the traditional focus on consumer packaged goods.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Éditeur
McGraw-Hill Professional
Date d'édition
1997
Langue
anglais
ISBN 10 
0071155147
ISBN 13 
9780071155144
Reliure
Broché
Numéro d'édition
2
Nombre de pages
640
Coordonnées du fabricant
non disponible
Personne responsable
non disponible

Autres éditions populaires du même titre

9780070539433: Advertising Communications & Promotion Management

Edition présentée

ISBN 10 :  007053943X ISBN 13 :  9780070539433
Editeur : McGraw-Hill Professional, 1997
Couverture rigide