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Strategic advertising management /

By: Percy, Larry
Title By: Elliott, Richard H
Material type: BookPublisher: Oxford : Oxford University Press, c2012.Edition: 4th ed.Description: xxiii, 389 p., [20] p. of plates : ill. ; 25 cm.ISBN: 9780199605583; 0199605580Program: TBS928,MARK940Subject(s): Sales promotion | Advertising -- Management | Strategic planningDDC classification: 659.1
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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Item type Home library Call number Status Date due Barcode Item holds Course reserves
REGULAR University of Wollongong in Dubai
Main Collection
659.1 PE ST (Browse shelf) Checked out 03/14/2020 T0015216
REGULAR University of Wollongong in Dubai
Main Collection
659.1 PE ST (Browse shelf) Checked out 03/14/2020 T0049127
REGULAR University of Wollongong in Dubai
Main Collection
659.1 PE ST (Browse shelf) Available T0049128

MARK233 Winter2024

Total holds: 0

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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