Former library copy. Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good.

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Bibliographic Details

Title: Strategic Advertising Management
Publisher: Oxford University Press, Incorporated
Publication Date: 2012
Language: English
ISBN 10: 0199605580
ISBN 13: 9780199605583
Binding: Soft cover
Edition: 4th Edition.
Condition: Very Good
Weight: 1.984 pounds

About this title

Synopsis

Integrating theory with application and presenting numerous real-life examples, Strategic Advertising Management, Fourth Edition, offers a systematic look at advertising within a theoretical and strategic planning framework. Authors Larry Percy and Richard Rosenbaum-Elliott present an overview of "how advertising works," discuss what is required from a manager in order to develop an effective communication plan, and equip students with the skills necessary for successfully applying strategy to various processes in advertising. A Companion Website includes resources for students and instructors.

About the Author

Larry Percy is Visiting Professor at Copenhagen Business School and Luiss Business School, Rome, and International Consultant in Marketing Communications and Brand Strategy. Richard Rosenbaum-Elliot is Professor of Marketing and Consumer Research at the University of Bath School of Management, and Fellow of St Anne's College, Oxford.

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