Strategic advertising management
Material type:
TextPublication details: New York Oxford University Press 2001Description: xxi, 288pISBN: - 0-19-878232-2
- HF 5438.5.P475 2001
| Item type | Current library | Call number | Status | Date due | Barcode | |
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Book
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AMREF INTERNATIONAL UNIVERSITY (AMIU) LIBRARY | HF 5438.5.P475 2001 (Browse shelf(Opens below)) | Available | 10291 |
Covers integrated marketing communications and combining empirical research with a wider perspective on the social and cultural aspects of advertising. Deal with advertising from a strategic rather than a descriptive standpoint, starting out with a broad look at what advertising is meant to do and discusses what it takes to develop effective advertising and promotion. Uses a number of extended advertising case studies that are used to illustrate the application of the various theories discussed and each chapter concludes with a number of empirical exercises and a range of discussion and essay questions.
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