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Strategic Advertising Management

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Highlights

  • ISBN13:9780199605583
  • ISBN10:0199605580
  • Publisher:Oxford University Press, USA
  • Language:English
  • Author:Larry Percy and Richard Rosenbaum-Elliott
  • Binding:Paperback
  • Sub Genre:Advertising & Promotion
  • SUPC: SDL596626605

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Country of Origin or Manufacture or Assembly India
Common or Generic Name of the commodity Business, Investing & Management
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"An online resource centre accompanies this title with additional resources for students and lecturers . . ."--P. 4 of cover.

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Integrating theory with application and presenting numerous real-life examples, Strategic Advertising Management, Fourth Edition, offers a systematic look at advertising within a theoretical and strategic planning framework. Authors Larry Percy and Richard Rosenbaum-Elliott present an overview of "how advertising works," discuss what is required from a manager in order to develop an effective communication plan, and equip students with the skills necessary for successfully applying strategy to various processes in advertising. A Companion Website includes resources for students and instructors.

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