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Strategic Advertising Management
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Artikel-Nr:
9780198835615
Veröffentl:
2021
Erscheinungsdatum:
16.02.2021
Seiten:
504
Autor:
Larry Percy
Gewicht:
958 g
Format:
243x189x23 mm
Sprache:
Deutsch
Beschreibung:
Larry Percy, Visiting Professor of Marketing at the Turku School of Economics, University of Turku, Richard Rosenbaum-Elliott, Professor Emeritus of Marketing and Consumer Research at the School of Management, University of Bath
With strong foundations in theory and featuring a wide range of current and international examples, Strategic Advertising Management presents an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan.
Part One: overview of Advertising and Promotion