Strategic Advertising Management

 
9780199580880: Strategic Advertising Management

The text then outlines how this theory can be used by managers in the development of effective marketing communication plans and creative executions. The book treats the subject as an integrated whole, looking at how the various aspects of advertising fit together.

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About the Author:

Larry Percy Visiting Professor, Copenhagen Business School and Stockholm University, and International Consultant in Marketing Communications and Brand Strategy
Richard Elliott, Professor of Marketing and Consumer Research, University of Bath School of Management, and Fellow of St Anne's College, Oxford

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Larry Percy,Richard Rosenbaum Elliott
Published by Oxford University Press (2009)
ISBN 10: 019958088X ISBN 13: 9780199580880
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Book Description Oxford University Press, 2009. Softcover. Book Condition: New. 3rd edition. Strategic Advertising Management presents a strong theoretical foundation for the development of effective marketing communication. The text then outlines how this theory can be used by managers in the development of effective marketing communication plans and creative executions. The book treats the subject as an integrated whole, looking at how the various aspects of advertising fit together.New to this editionNew chapter on managing cultural differencesNew chapter on message deliveryIntegration of `promotion` throughout the textCase studies at the end of each chapter, examples of which include Nike, Johnnie Walker, Audi, Maybelline, and Sprite Printed Pages: 448. Bookseller Inventory # 54274

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2.

Larry Percy,Richard Rosenbaum Elliott
Published by Oxford University Press (2009)
ISBN 10: 019958088X ISBN 13: 9780199580880
New Softcover Quantity Available: > 20
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A - Z Books
(New Delhi, DELHI, India)
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Book Description Oxford University Press, 2009. Softcover. Book Condition: New. 3rd edition. Strategic Advertising Management presents a strong theoretical foundation for the development of effective marketing communication. The text then outlines how this theory can be used by managers in the development of effective marketing communication plans and creative executions. The book treats the subject as an integrated whole, looking at how the various aspects of advertising fit together.New to this editionNew chapter on managing cultural differencesNew chapter on message deliveryIntegration of `promotion` throughout the textCase studies at the end of each chapter, examples of which include Nike, Johnnie Walker, Audi, Maybelline, and Sprite Printed Pages: 448. Bookseller Inventory # 54274

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