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Sinopsis
The Fifth Edition provides a perfect blend of state-of-the-art theory with current management practice and has been updated, to include current research and readings.* NEW - features many new chapters as well as new material in existing chapters, including...* new chapter on Integrated Marketing Communication (Chapter 3) * new chapter on Global Advertising (Chapter 20) * new material on Brand Equity (Chapter 10) and Emotions and Advertising (Chapter 9) * expanded treatment of Advertising Production (Chapter 15) * more in-depth discussion of Media Data/Sources (Chapter 17) * more coverage of Copywriting * updated material on changes in the industry, media environment, copy testing services, client-agency relations. * includes Cases, Readings, Exercises and Discussion Questions. * complete coverage of goal setting framework, positioning and segmentation, message strategy, message tactics, media strategy and media tactics. * NEW - features new readings from sources like...* Fortune magazine * The Harvard Business Review * Adweek * NEW - integrates many more examples and applications throughout. * NEW - updates research throughout.
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Reseña del editor
The Fifth Edition provides a perfect blend of state-of-the-art theory with current management practice and has been updated, to include current research and readings.* NEW - features many new chapters as well as new material in existing chapters, including...* new chapter on Integrated Marketing Communication (Chapter 3) * new chapter on Global Advertising (Chapter 20) * new material on Brand Equity (Chapter 10) and Emotions and Advertising (Chapter 9) * expanded treatment of Advertising Production (Chapter 15) * more in-depth discussion of Media Data/Sources (Chapter 17) * more coverage of Copywriting * updated material on changes in the industry, media environment, copy testing services, client-agency relations. * includes Cases, Readings, Exercises and Discussion Questions. * complete coverage of goal setting framework, positioning and segmentation, message strategy, message tactics, media strategy and media tactics. * NEW - features new readings from sources like...* Fortune magazine * The Harvard Business Review * Adweek * NEW - integrates many more examples and applications throughout. * NEW - updates research throughout.
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Imagen de archivo
Advertising Management
Publicado por
Prentice Hall, 1996
ISBN 10: 013520917X
ISBN 13: 9780135209172
Antiguo o usado
Tapa blanda
Librería: Anybook.com, Lincoln, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
Condición: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,1200grams, ISBN:9780135209172. Nº de ref. del artículo: 9069521
Cantidad disponible: 1 disponibles
Imagen del vendedor
ADVERTISING MANAGEMENT
Publicado por
Prentice Hall, 1996
ISBN 10: 013520917X
ISBN 13: 9780135209172
Antiguo o usado
Couverture souple
Librería: Le-Livre, SABLONS, Francia
Calificación del vendedor: 5 de 5 estrellas
Couverture souple. Condición: bon. RO60068153: 1996. In-8. Broché. Etat d'usage, Couv. légèrement pliée, Dos frotté, Intérieur acceptable. 754 pages. Illustré de nombreuses photos en noir et blanc dans le texte. Etiquettes de code sur le dos et le 1er plat. Tampon de bibliothèque en page de titre. Trace de colle au dos du 2e plat. Bords des plats frottés. . . . Classification Dewey : 420-Langue anglaise. Anglo-saxon. Nº de ref. del artículo: RO60068153
Cantidad disponible: 1 disponibles