The Entrepreneur's Guide to Advertising - Couverture rigide

Ogden, James R.; Rarick, Scott

Couverture rigide

ISBN 10 : 0313365822 ISBN 13 : 9780313365829

Editeur : Praeger Publishers Inc, 2009

Synopsis

Two experts show entrepreneurs how to execute advertising campaigns and maintain a unified message when advertising and communicating with customers.

Geared to the fast-changing media world of the 21st century, The Entrepreneur's Guide to Advertising was written to offer both basic advertising concepts and advanced, state-of-the-art information about the new advertising environment. In its pages, two expert authors walk the entrepreneur through each and every stage necessary to create an integrated and synergistic advertising and marketing communications program.

This guide covers all of the many facets of advertising, as well as the variables that make up the Integrated Marketing Communication (IMC) mix. Most notably, the book provides a framework entrepreneurs can use to develop a marketing communication (MARCOM) plan of their own. Readers will come away from The Entrepreneur's Guide to Advertising with an enhanced ability to make research-based judgments about their market and a new savvy about their approach to communications.

A propos du livre

À propos de l'auteur

Dr. J.R. (Doc) Ogden, PhD, is professor of marketing at Kutztown University, Kutztown, PA.

Scott Rarick is a successful advertising executive currently serving as director of media and director of account services for The Stevenson Group.

Détails de l'édition

• Éditeur: Praeger Publishers Inc
• Date d'édition: 2009
• Langue: anglais
• ISBN 10: 0313365822
• ISBN 13: 9780313365829
• Reliure: Relié
• Nombre de pages: 122
• Coordonnées du fabricant: non disponible
• Personne responsable: GPSR Kontakt; gpsr@libri.de; ; Europaallee 1; Bad Hersfeld; 36244; Allemagne