Advertising Communications and Promotion Management (MCGRAW HILL SERIES IN MARKETING) - Tapa dura

Rossiter, John; Percy, Larry

 
9780070539433: Advertising Communications and Promotion Management (MCGRAW HILL SERIES IN MARKETING)
Tapa dura
ISBN 10: 007053943X ISBN 13: 9780070539433
Editorial: McGraw-Hill Education, 1997

Sinopsis

This long-awaited revision of the definitive advertising and promotion management text is primarily aimed at students at the MBA level who are taking courses in advertising management or marketing communications, rather than undergraduates takingdescriptive courses in advertising. Although much of the coverage is radically new, the text is based upon the highly-regarded Rossiter-Percy framework for advertising communications and promotion management introduced in the first edition in 1987. The new name for the revision reflects the integration of mainstream advertising with corporate communications, direct response advertising, and promotions. A completely new section, Part 5, covers integrated communications strategy. Part 6 on Media Strategy has been expanded to incorporate both traditional advertising media and the new media. A broader perspective has been taken throughout the new edition, with more emphasis on corporate communications and business products and services in addition to the traditional focus on consumer packaged goods.

"Sinopsis" puede pertenecer a otra edición de este libro.

Reseña del editor

This long-awaited revision of the definitive advertising and promotion management text is primarily aimed at students at the MBA level who are taking courses in advertising management or marketing communications, rather than undergraduates takingdescriptive courses in advertising. Although much of the coverage is radically new, the text is based upon the highly-regarded Rossiter-Percy framework for advertising communications and promotion management introduced in the first edition in 1987. The new name for the revision reflects the integration of mainstream advertising with corporate communications, direct response advertising, and promotions. A completely new section, Part 5, covers integrated communications strategy. Part 6 on Media Strategy has been expanded to incorporate both traditional advertising media and the new media. A broader perspective has been taken throughout the new edition, with more emphasis on corporate communications and business products and services in addition to the traditional focus on consumer packaged goods.

Reseña del editor

This edition places emphasis on the integrated market communications revolution and reflects the integration of mainstream advertising with corporate communictions, direct-response advertising, and promotions. The text has a strong managerial and applied emphasis, and covers all the core topics in advertising and advertising communications.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
McGraw-Hill Education
Año de publicación
1997
Idioma
Inglés
ISBN 10 
007053943X
ISBN 13 
9780070539433
Encuadernación
Tapa dura
Número de edición
2
Número de páginas
640
Contacto del fabricante
no disponible
Persona responsable
no disponible

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9780071146678: Advertising Communications and Promotion Management

Edición Destacada

ISBN 10:  0071146679 ISBN 13:  9780071146678
Editorial: McGraw-Hill Education (ISE Editi..., 1996
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