Percy, Larry <br/><br/>
Strategic advertising management 
Larry Percy, Richard Rosenbaum-Elliott 
 - 5th ed. 
 - Oxford (GB) :  Oxford University Press,  2016. 
 - xxiv, 429 p. :  ill. ;  25 cm. 
<br/><br/>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 
<br/><br/> 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 
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<br/><br/><label>ISBN: </label>9780198703655 
<br/><br/><label>LCCN: </label>2015955917 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Sales promotion<br/>Advertising--Management<br/>Strategic planning<br/>Communication in marketing
<br/><br/><label>Dewey Class. No.: </label>659.1 PE ST