TY  - BOOK
AU  - Percy,Larry
AU  - Elliott,Richard H.
TI  - Strategic advertising management
SN  - 9780199605583 (pbk.) :
U1  - 659.1 23
PY  - 2012///
CY  - Oxford
PB  - Oxford University Press
KW  - Sales promotion
KW  - Advertising
KW  - Management
KW  - Strategic planning
KW  - Business and Management
KW  - eflch
N1  - Previous ed.: 2009; Includes bibliographical references and index; Specialized
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 provide the reader with the keys to developing effective advertising and promotion campaigns
ER  -