Strategic Advertising Management, 4th Edition
Larry Percy, Richard Rosenbaum-Elliott
$82.95 (includes GST)
Paperback package 450
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OXFORD UNIVERSITY PR,10.04.12
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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.