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Strategic Advertising Management, 4th Edition

by: Larry Percy, Richard Rosenbaum-Elliott

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On-line Price: $82.95 (includes GST)

Paperback package 450

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Retail Price: $91.95

Publisher: OXFORD UNIVERSITY PR,10.04.12

Category: MARKETING Level:

ISBN: 0199605580
ISBN13: 9780199605583

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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.