Strategic advertising management [electronic resource] / Larry Percy, John R. Rossiter, Richard Elli...
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Strategic advertising management [electronic resource] / Larry Percy, John R. Rossiter, Richard Elli...
Strategic advertising management [electronic resource] / Larry Percy, John R. Rossiter, Richard Elliott.
About this item
Full title
Author / Creator
Publisher
Oxford : OUP, 2001.
Date
2001.
Record Identifier
MMS ID
Language
English
Formats
Physical Description
Physical content
1 online resource (xxi, 288 p.) : ill.
Contents
Part one Overview of advertising and promotion -- 1. What is advertising and promotion? -- 2. Perspectives on advertising -- Part two Planning considerations -- 3. What it takes for successful advertising and promotion -- 4. The strategic planning process -- Part three Laying the foundation -- 5. Ta...
Publication information
Publisher
Oxford : OUP, 2001.
Place of Publication
England
Date Published
2001.
Subjects
More information
Scope and Contents
Summary
This is a comprehensive textbook covering all areas of integrated marketing communications and combining rigorous empirical research with a wider perspective on the social and cultural aspects of advertising. Percy, Rossiter, and Elliott deal with advertising from a strategic rather than simply a descriptive standpoint, starting out with a broad lo...
Alternative Titles
Full title
Strategic advertising management [electronic resource] / Larry Percy, John R. Rossiter, Richard Elliott.
Authors, Artists and Contributors
Author / Creator
Author / Artists
Identifiers
Primary Identifiers
Record Identifier
74VKa2XDk7aZ
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/74VKa2XDk7aZ
Other Identifiers
ISBN
9780198782322 (pbk.)
9781684696543 (e-book)
DDC
659.1
MMS ID
991024276615502626
