Principles of Advertising: A Global Perspective, Second Edition - Tapa blanda

Lee, Monle; Johnson, Carla

 
9780789023001: Principles of Advertising: A Global Perspective, Second Edition
Tapa blanda
ISBN 10: 0789023008 ISBN 13: 9780789023001
Editorial: Routledge, 2007

Sinopsis

Principles of Advertising: A Global Perspective, Second Edition updates the classic first edition of this exceptional classroom resource, selected as one of CHOICE magazine's Outstanding Academic Titles for 1999. Ideal for use as an introductory textbook, the book presents an integrated marketing approach that's essential for keeping up with the changing world of contemporary advertising, and reflects the authors' expertise not just in advertising, but also in the larger field of integrated marketing communications. The new edition of the book examines the environment in the advertising industry following the terrorist attacks on Sept. 11, 2001, as well as market segmentation, target marketing, product positioning, buyer behavior, legal and political concerns, the creative aspects of advertising, and much more.

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Acerca del autor

Monle Lee, Carla Johnson

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

Editorial
Routledge
Año de publicación
2007
Idioma
Inglés
ISBN 10 
0789023008
ISBN 13 
9780789023001
Encuadernación
Tapa blanda
Número de edición
1
Número de páginas
450
Contacto del fabricante
no disponible
Persona responsable
no disponible

Otras ediciones populares con el mismo título

9780789022998: Principles of Advertising: A Global Perspective, Second Edition

Edición Destacada

ISBN 10:  0789022990 ISBN 13:  9780789022998
Editorial: Routledge, 2005
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