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STRATEGIC ADVERTISING MANAGEMENT

By: Contributor(s): Publication details: OXFORD UNIVERSITY PRESS 2001 OXFORDEdition: 4Description: XXIII, 389 P. PAPERISBN:
  • 978-0-19-960558-3
Subject(s): DDC classification:
  • 659.1
Summary: 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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Book Book Main Library ADVERTISIN 659.1/ PER/ ELL/ 18411 (Browse shelf(Opens below)) Not For Loan 11118411
Total holds: 0

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.

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