Percy, Larry.
Strategic advertising management / Larry Percy, Richard Rosenbaum-Elliott. - 4th ed. - Oxford : Oxford University Press, c2012. - xxiii, 389 p., [20] p. of plates : ill. ; 25 cm.
Previous ed.: 2009.
Includes bibliographical references and index.
"Strategic Advertising Management offers a systematic look at advertising within a theoretical and strategic planning framework. The authors present an overview of 'how advertising works' and what is required from a manager's perspective, in the development of an effective communication plan. The new edition has been fully updated with more coverage of new media throughout the text and the inclusion of a section on advertising for social marketing."--Publisher.
9780199605583 0199605580
2012933761
GBB1C0897
Sales promotion.
Advertising--Management.
Strategic planning.
659.1
Strategic advertising management / Larry Percy, Richard Rosenbaum-Elliott. - 4th ed. - Oxford : Oxford University Press, c2012. - xxiii, 389 p., [20] p. of plates : ill. ; 25 cm.
Previous ed.: 2009.
Includes bibliographical references and index.
"Strategic Advertising Management offers a systematic look at advertising within a theoretical and strategic planning framework. The authors present an overview of 'how advertising works' and what is required from a manager's perspective, in the development of an effective communication plan. The new edition has been fully updated with more coverage of new media throughout the text and the inclusion of a section on advertising for social marketing."--Publisher.
9780199605583 0199605580
2012933761
GBB1C0897
Sales promotion.
Advertising--Management.
Strategic planning.
659.1