Business to Business Advertising: A Marketing Management Approach - Couverture rigide

Patti, Charles; Hartley, Steven; Kennedy, Susan

Couverture rigide

ISBN 10 : 0844234710 ISBN 13 : 9780844234717

Editeur : McGraw-Hill Contemporary, 1991

Synopsis

Practical coverage of pre-campaign ideas analyzing buyer behavior, setting objectives, budgeting; campaign decisions creative strategy and tactics, media planning; and post-campaign evaluation. Includes extensive suggestions for further reading and an appendix listing sources of information. Annotat

A propos du livre

À propos de l'auteur

Steven W. Hartley is Professor of Marketing in the Daniels College of Business at the University of Denver. He holds a bachelors degree in mechanical engineering, an M.B.A., and a Ph.D. from the University of Minnesota. Dr. Hartley was formerly the chair of the Department of Marketing at the University of Denver and has taught at the University of Colorado, the University of Minnesota, and in several executive development programs. His teaching interests include principles of marketing, marketing research, and marketing planning. Dr. Hartley's research has appeared in many leading marketing publications. He is an active consultant to several prominent U.S. corporations and is active in many professional organizations including the American Marketing Association, the Academy of Marketing Science, and the Marketing Educators' Association.

Détails de l'édition

• Éditeur: McGraw-Hill Contemporary
• Date d'édition: 1991
• Langue: anglais
• ISBN 10: 0844234710
• ISBN 13: 9780844234717
• Reliure: Relié
• Numéro d'édition: 1
• Nombre de pages: 304
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible