Advertising management

Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions--in the order in which they must be made--involved in the development and execution of an advertising campaign. The "Fifth Edition" has been both updated, to include current...

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Bibliographische Detailangaben
1. Verfasser: Aaker, David A.
Format: Buch
Sprache:Undetermined
Veröffentlicht: Englewood Cliffs, N.J. Prentice-Hall 1987
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Beschreibung
Zusammenfassung:Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions--in the order in which they must be made--involved in the development and execution of an advertising campaign. The "Fifth Edition" has been both updated, to include current research and readings, and improved, to encompass more of the advertising process.