Percy, Larry

Strategic advertising management Larry Percy, Richard Rosenbaum-Elliott - 5th ed. - Oxford (GB) : Oxford University Press, 2016. - xxiv, 429 p. : ill. ; 25 cm.

PART ONE: OVERVIEW OF ADVERTISING AND PROMOTION; PART TWO: PLANNING CONSIDERATIONS; PART THREE: DEVELOPING THE STRATEGIC PLAN; PART FOUR: MAKING IT WORK; PART FIVE: INTEGRATING ADVERTISING AND PROMOTION

Le site de l'éditeur précise: 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 most authoritative guide to strategic advertising management, with strong foundations in



9780198703655

2015955917


Sales promotion
Advertising--Management
Strategic planning
Communication in marketing

659.1 PE ST

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