STRATEGIC ADVERTISING MANAGEMENT, 5th Edition
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.
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 |
- София / Книгомания / бул. Прага 17