| 000 | 01178 a2200193 4500 | ||
|---|---|---|---|
| 008 | 120928b xxu||||| |||| 00| 0 eng d | ||
| 020 | _a978-0-19-960558-3 | ||
| 082 | _a659.1 | ||
| 100 |
_aPERCY, LARRY: _94393 |
||
| 245 | _aSTRATEGIC ADVERTISING MANAGEMENT | ||
| 250 | _a4 | ||
| 260 |
_bOXFORD UNIVERSITY PRESS _c2001 _aOXFORD |
||
| 300 |
_aXXIII, 389 P. _bPAPER |
||
| 520 | _aIntegrating 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. | ||
| 650 |
_aADVERTISING _94394 |
||
| 700 |
_aELLIOT, RICHARD ROSENBAUM _94395 |
||
| 942 |
_2ddc _cREF |
||
| 999 |
_c28827 _d28827 |
||