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Advertising Management

Rajeev BatraJohn G. MyersDavid A. Aaker

出版	Prentice Hall, 1996
主題	Business & Economics / Advertising & PromotionBusiness & Economics / Marketing / General
ISBN	01330571519780133057157
URL	http://books.google.com.hk/books?id=vm0PAQAAMAAJ&hl=&source=gbs_api

註釋

Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions--in the order in which they must be made--involved in the development and execution of an advertising campaign. The "Fifth Edition" has been both updated, to include current research and readings, and improved, to encompass more of the advertising process.