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Strategic Advertising Management|Larry Percy

Strategic Advertising Management

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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

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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