Strategic advertising management
著者
書誌事項
Strategic advertising management
Oxford University Press, c2012
4th ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Strategic Advertising Management offers a systematic look at advertising within a theoretical and strategic planning framework. The authors present an overview of 'how advertising works' and what is required from a manager's perspective, in the development of an effective communication plan. The new edition has been fully updated with more coverage of new media throughout the text and the inclusion of a section on advertising for social marketing. Online Resource Centre For Students: Flashcard glossary Additional questions Further reading updates Web links Links to video Examples of Advertising For Lecturers: Suggested IPA case histories Suggested classroom exercises PowerPoint slides
目次
- PART ONE: OVERVIEW OF ADVERTISING AND PROMOTION
- PART TWO: PLANNING CONSIDERATIONS
- PART THREE: DEVELOPING THE STRATEGIC PLAN
- PART FOUR: MAKING IT WORK
- PART FIVE: INTEGRATING ADVERTISING AND PROMOTION
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