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出版OUP Oxford, 2012-03-29
主題Business & Economics / GeneralBusiness & Economics / Advertising & PromotionBusiness & Economics / Public RelationsBusiness & Economics / Sales & Selling / GeneralBusiness & Economics / Strategic Planning
ISBN01996055809780199605583
URLhttp://books.google.com.hk/books?id=APuFBqYAXr0C&hl=&source=gbs_api
EBookSAMPLE
註釋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