Advertising Management: International Edition (Prentice Hall International Editions)

 
9780135209172: Advertising Management: International Edition (Prentice Hall International Editions)
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Appropriate for courses in Advertising Management.

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.

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Synopsis:

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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Aaker, David A.
ISBN 10: 013520917X ISBN 13: 9780135209172
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Myers, John G., Aaker, David A., Batra, Rajeev
Published by Pearson (1995)
ISBN 10: 013520917X ISBN 13: 9780135209172
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Book Description Pearson, 1995. Paperback. Condition: Good. A few small marks to the page edges. Good condition is defined as: a copy that has been read but remains in clean condition. All of the pages are intact and the cover is intact and the spine may show signs of wear. The book may have minor markings which are not specifically mentioned. Most items will be dispatched the same or the next working day. Seller Inventory # mon0008274102

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BATRA RAJEEV, MYERS JOHN G., AAKER DAVID A.
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ISBN 10: 013520917X ISBN 13: 9780135209172
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Book Description Prentice Hall, 1996. Couverture souple. Condition: Moyen. RO60068153: 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. 5th edition. The field of advertising management. Advertising planning and decision making. In-8 Broché. Etat d'usage. Couv. légèrement pliée. Dos frotté. Intérieur acceptable Classification Dewey : 420-Langue anglaise. Anglo-saxon. Seller Inventory # RO60068153

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Rajeev Batra
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Book Description Pearson, 1995. Condition: Fair. Rebound by the library.This book has hardback covers. Ex-library, With usual stamps and markings, In fair condition, suitable as a study copy. Seller Inventory # 4063631

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