Strategic Advertising Management - Couverture souple

Percy, Larry; Rosenbaum-Elliott, Richard

Couverture souple

ISBN 10 : 0199605580 ISBN 13 : 9780199605583

Editeur : Oxford University Press, 2012

Synopsis

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. The new edition has been fully updated with more coverage of new media throughout the text and the inclusion of a section on advertising for social marketing. Online Resource Centre For Students: Flashcard glossary Additional questions Further reading updates Web links Links to video Examples of Advertising For Lecturers: Suggested IPA case histories Suggested classroom exercises PowerPoint slides

A propos du livre

Revue de presse

Strategic Advertising Manangement stands out from all the current marketing communication textbooks by taking an integrated approach. It is exceptional in showing how marketing communication planning informs and inspires the rhetorical strategy and creative executions of advertising and promotional campaigns. (Poul Erik Flyyvholm Jorgensen, Centre for Corporate Communication, Aarhus School of Business, University of Aarhus)

The third edition makes an excellent primer for students and managers wanting to understand the concepts and practices of advertising and promotion management. It explains the complexities of advertising management in a way that makes them accessible to students and practitioners alike. (Peter Williams, Leeds Business School, Leeds Metropolitan University)

This is one of the most straightforward and focused advertising textbooks I have seen (Evmorfia Argyriou, Aston Business School, Aston University)

Détails de l'édition

• Éditeur: Oxford University Press
• Date d'édition: 2012
• Langue: anglais
• ISBN 10: 0199605580
• ISBN 13: 9780199605583
• Reliure: Broché
• Numéro d'édition: 4
• Nombre de pages: 450
• Coordonnées du fabricant: non disponible
• Personne responsable: Ufficio Anagrafiche Messaggerie; ufficio.anagrafiche@meli.it; ; Via Verdi, 8; Assago Milano; 20090; Italie