Strategic Advertising Management
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ISBN13:9780199605583
替代書名:Strategic Advertising Management
出版社:OUP Academic UK
作者:Larry Percy; Richard Rosenbaum-elliott
出版日:2012/05/16
裝訂/頁數:平裝/389頁
規格:24.1cm*19.1cm*1.9cm (高/寬/厚)
版次:4
定價
:NT$ 4038 元優惠價
:90 折 3634 元
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Integrating theory with application and presenting numerous real-life examples, Strategic Advertising Management, Fourth Edition, offers a systematic look at advertising within a theoretical and strategic planning framework. Authors Larry Percy and Richard Rosenbaum-Elliott present an overview of "how advertising works," discuss what is required from a manager in order to develop an effective communication plan, and equip students with the skills necessary for successfully applying strategy to various processes in advertising. A Companion Website includes resources for students and instructors.
New to this Edition:
* Expanded coverage of new media throughout
* A section on advertising for social marketing
* Updated case studies and additional examples, including those dealing with new and social media
* A greater focus on ethics, which is now included in Chapter 1
* Expanded content on the Companion Website, including more cases and examples of print, TV, and Internet advertising, additional questions, and more video links
New to this Edition:
* Expanded coverage of new media throughout
* A section on advertising for social marketing
* Updated case studies and additional examples, including those dealing with new and social media
* A greater focus on ethics, which is now included in Chapter 1
* Expanded content on the Companion Website, including more cases and examples of print, TV, and Internet advertising, additional questions, and more video links
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