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"item_title" : "Strategic Advertising Management",
"item_author" : [" Larry Percy", "Richard Rosenbaum-Elliott "],
"item_description" : "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.",
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Strategic Advertising Management
Overview
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.
This item is Non-Returnable
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Details
- ISBN-13: 9780199605583
- ISBN-10: 0199605580
- Publisher: Oxford University Press
- Publish Date: May 2012
- Dimensions: 9.6 x 7.4 x 0.8 inches
- Shipping Weight: 2.1 pounds
- Page Count: 416
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