Essentials of advertising strategy
著者
書誌事項
Essentials of advertising strategy
NTC Business Books, c1996
3rd ed
- : pbk
大学図書館所蔵 全3件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
内容説明・目次
内容説明
Praise From Industry Leaders "The authors tell the secrets of how crafted advertising strategies can deliver both creative and sales. My next advertising will pay attention to their admonitions. -- Roy T. Bergold, Jr. Vice President, Creative McDonald's Corporation "Marcom people have simply got to shift from a tactical focus to a strategic focus if they ever hope to move the function from the expendable cost side of the ledger to the higher-value investment side. Essentials of Advertising Strategy explains how." -- Robert F. Lauterborn James L. Knight Professor of Advertising School of Journalism and Mass Communication University of North Carolina at Chapel Hill "Essentials of Advertising Strategy succinctly positions advertising in a contemporary matrix of marketing, promotion, and consumer behavior. It is an excellent reference for the seasoned professional as well as a superb supplement for students studying advertising and marketing. -- J. Thomas Russell Dean College of Journalism and Mass Communication University of Georgia "The authors have delivered a contemporary attitude and deep understanding of what advertising is all about these days . . . getting results. Additionally, their probing look at the other marketing communication tools, such as promotion, planning, etc., is refreshing! -- Joseph P. Flanagan President IMPACT "This latest edition works from the cornerstones that have guided so many of today's most successful marketing professionals. The view has been 'refreshed' with the latest thinking and experiences and is an important tool for all of us--experienced or new. " -- Adrian J. R. Smith Managing Partner Worldwide Marketing Arthur Andersen LLP
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