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STRATEGIC ADVERTISING MANAGEMENT, 5th Edition

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ISBN
9780198703655
99,00 лв.
Using real world examples and case studies from a variety of international brands and companies, such as Samsung, Disney and McDonalds, the authors have created a resource that clearly illustrates how theory is put in to practice, and how strategic advertising operates in a global economy.

Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Renowned experts in the field, the authors draw on their extensive experience to present the essential principles of communication that demonstrate how advertising works.

Using real world examples and case studies from a variety of international brands and companies, such as Samsung, Disney and McDonalds, the authors have created a resource that clearly illustrates how theory is put in to practice, and how strategic advertising operates in a global economy.

The new edition features more coverage of social media, viral, and online advertising throughout, and a dedicated chapter on 'Digital Media,' ensuring that the book continues to offer students the most complete guide to the rapidly evolving landscape of the advertising industry.


Повече информация
Автор Larry Percy, Richard Rosenbaum-Elliott
Страници 456
Корица мека
Език английски
Година 2016
Дата на получаване 17.09.2016 г.
Издателство OXFORD UNIVERSITY PRESS
ID на книга 21490365
ISBN 9780198703655
Категории Маркетинг и мениджмънт
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