Strategic advertising management /
Percy, Larry.
Strategic advertising management / Larry Percy, Richard Rosenbaum-Elliott. - 4th edition. - Oxford : Oxford University Press, c2012. - xxiii, 389 p., xx p. of plates : ill. (chiefly col.) ; 25 cm.
Previous ed.: 2009.
Includes bibliographical references and index.
The authors deal with advertising from a strategic perspective. They begin with a broad look at what advertising is meant to do and then provide the reader with the keys to developing effective advertising and promotion campaigns.
Specialized.
9780199605583 (pbk.) : £38.99 0199605580 (pbk.) : £38.99
Sales promotion.
Advertising--Management.
Strategic planning.
Business and Management.
659.1
Strategic advertising management / Larry Percy, Richard Rosenbaum-Elliott. - 4th edition. - Oxford : Oxford University Press, c2012. - xxiii, 389 p., xx p. of plates : ill. (chiefly col.) ; 25 cm.
Previous ed.: 2009.
Includes bibliographical references and index.
The authors deal with advertising from a strategic perspective. They begin with a broad look at what advertising is meant to do and then provide the reader with the keys to developing effective advertising and promotion campaigns.
Specialized.
9780199605583 (pbk.) : £38.99 0199605580 (pbk.) : £38.99
Sales promotion.
Advertising--Management.
Strategic planning.
Business and Management.
659.1