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Advertising and Integrated Brand Promotion

Thomas C. O'GuinnChris T. AllenRichard J. Semenik

出版	Thomson/South-Western, 2003
主題	Business & Economics / Advertising & PromotionBusiness & Economics / Marketing / General
ISBN	03241138039780324113808
URL	http://books.google.com.hk/books?id=3AtFAAAAYAAJ&hl=&source=gbs_api

註釋

Like other aspects of business, good advertising is the result of hard work and careful planning. Creating good advertising is an enormous challenge. Imaginative and refreshingly honest, Advertising and Integrated Brand Promotion, 3e continues the tradition of providing students with a solid understanding of advertising strategy. The table of contents is designed to follow the same process that advertising agencies follow.