Advertising and Promotion: An Integrated Marketing Communications Approach - Couverture souple

Hackey, Chris

Couverture souple

ISBN 10 : 1849201463 ISBN 13 : 9781849201469

Editeur : SAGE Publications Ltd, 2010

Synopsis

This bestselling text offers a new synthesis of literature, theory, practice, and research in advertising and promotion. It brings together the managerial focus of advertising and agency operations with a consumer cultural focus on the social and ethical role of advertising. The Second Edition provides a stronger focus on integrated marketing communications and the promotional mix, more coverage of e-marketing and social media, and a focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging. Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating introduction to the rapidly evolving advertising environment.

A propos du livre

À propos de l?auteur

Chris Hackley has been Professor of Marketing at Royal Holloway, University of London, since 2004, when he was appointed as the university’s first Chair in Marketing. His PhD from the Department of Marketing at Strathclyde University, Scotland, focused on the creative development process in top advertising agencies. He teaches, researches, writes and consults on topics in advertising, marketing, and consumer cultural policy.  

Détails de l'édition

• Éditeur: SAGE Publications Ltd
• Date d'édition: 2010
• Langue: anglais
• ISBN 10: 1849201463
• ISBN 13: 9781849201469
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 333
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible