戦略的広告管理（第４版） Strategic Advertising Management （4TH）

戦略的広告管理（第４版）<br>Strategic Advertising Management （4TH）

戦略的広告管理（第４版）
Strategic Advertising Management （4TH）

Percy, Larry/ Rosenbaum-elliott, Richard

Oxford Univ Pr（2012/05発売）

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製本 Paperback:紙装版/ペーパーバック版／ページ数 389 p.
言語 ENG
商品コード 9780199605583
DDC分類 659.1

Full 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 Centre For Students: Flashcard glossary Additional questions Further reading updates Web links Links to video Examples of Advertising For Lecturers: Suggested IPA case histories Suggested classroom exercises PowerPoint slides

PART ONECONSIDERATIONS ; PART THREE: DEVELOPING THE STRATEGIC PLAN ; PART FOUR: