| 000 | 01431cam a22002775a 4500 | ||
|---|---|---|---|
| 999 |
_c31333 _d31333 |
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| 001 | 18844200 | ||
| 010 | _a 2015955917 | ||
| 020 | _a9780198703655 | ||
| 040 | _aDLC | ||
| 082 | _a659.1 PE ST | ||
| 100 | 1 |
_aPercy, Larry _94614 |
|
| 245 | 1 | 0 |
_aStrategic advertising management _cLarry Percy, Richard Rosenbaum-Elliott |
| 250 | _a5th ed. | ||
| 260 |
_aOxford (GB) : _bOxford University Press, _c2016. |
||
| 300 |
_axxiv, 429 p. : _bill. ; _c25 cm. |
||
| 505 | _aPART 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 | ||
| 520 | _aLe 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 | ||
| 526 | _aMARK940 | ||
| 650 | 0 |
_aSales promotion _9166 |
|
| 650 | 0 |
_aAdvertising _xManagement _94615 |
|
| 650 | 0 |
_aStrategic planning _9318 |
|
| 650 | 0 |
_aCommunication in marketing _9165 |
|
| 700 | 1 |
_aElliott, Richard H. _94616 |
|
| 856 |
_uhttps://oldmy.uowdubai.ac.ae/library/login/login4.html _zeBook |
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| 942 | _cREGULAR | ||