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Strategic advertising management - Larry Percy
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Title
Strategic advertising management
Strategic advertising management
Author
Larry Percy
Larry Percy
format
Paperback
Paperback
Publisher
Oxford University Press
Oxford University Press
Language
English
English
UK Publication Date
20120329
20120329
Description
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.Online Resource CentreFor Students:Flashcard glossaryAdditional questionsFurther reading updatesWeb linksLinks to videoExamples of AdvertisingFor Lecturers:Suggested IPA case historiesSuggested classroom exercisesPowerPoint slides
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