TY  - BOOK
AU  - Percy,Larry
AU  - Elliott,Richard
TI  - Strategic advertising management
SN  - 9780199532575 (pbk.) :
U1  - 659.1 22
PY  - 2009///
CY  - Oxford
PB  - Oxford University Press
KW  - Sales promotion
KW  - Advertising
KW  - Management
KW  - Strategic planning
N1  - Previous ed.: 2005; Includes bibliographical references, glossary of terms and index; Overview of advertising and promotion - Planning considerations - Developing the strategic plan - Making it work - Integrating advertising and promotion
N2  - The authors deal with advertising from a strategic perspective. They begin with a broad look at what advertising is meant to do and then they provide the reader with the keys to developing effective advertising and promotion campaigns
ER  -