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Strategic advertising management / Larry Percy, Richard Rosenbaum-Elliott.

By: Contributor(s): Material type: TextTextPublication details: Oxford : Oxford University Press, c2012.Edition: 4th edDescription: xxiii, 389 p., [20] p. of plates : ill. ; 25 cmISBN:
  • 9780199605583
  • 0199605580
Subject(s): DDC classification:
  • 659.1 23
Summary: "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.
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Holdings
Item type Current library Call number Status Date due Barcode Course reserves
REGULAR University of Wollongong in Dubai Main Collection 659.1 PE ST (Browse shelf(Opens below)) Checked out 14/03/2020 T0015216

MARK940 Autumn2025

REGULAR University of Wollongong in Dubai Main Collection 659.1 PE ST (Browse shelf(Opens below)) Checked out 14/03/2020 T0049127
REGULAR University of Wollongong in Dubai Main Collection 659.1 PE ST (Browse shelf(Opens below)) Available T0049128

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.

TBS928,MARK940

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