STRATEGIC ADVERTISING MANAGEMENT
PERCY, LARRY:
STRATEGIC ADVERTISING MANAGEMENT - 4 - OXFORD OXFORD UNIVERSITY PRESS 2001 - XXIII, 389 P. PAPER
Integrating theory with application and presenting numerous real-life examples, Strategic Advertising Management, Fourth Edition, offers a systematic look at advertising within a theoretical and strategic planning framework. Authors Larry Percy and Richard Rosenbaum-Elliott present an overview of "how advertising works," discuss what is required from a manager in order to develop an effective communication plan, and equip students with the skills necessary for successfully applying strategy to various processes in advertising. A Companion Website includes resources for students and instructors.
978-0-19-960558-3
ADVERTISING
659.1
STRATEGIC ADVERTISING MANAGEMENT - 4 - OXFORD OXFORD UNIVERSITY PRESS 2001 - XXIII, 389 P. PAPER
Integrating theory with application and presenting numerous real-life examples, Strategic Advertising Management, Fourth Edition, offers a systematic look at advertising within a theoretical and strategic planning framework. Authors Larry Percy and Richard Rosenbaum-Elliott present an overview of "how advertising works," discuss what is required from a manager in order to develop an effective communication plan, and equip students with the skills necessary for successfully applying strategy to various processes in advertising. A Companion Website includes resources for students and instructors.
978-0-19-960558-3
ADVERTISING
659.1