Strategic Advertising Management
Product Description
Strategic Advertising Management
- Used Book in Good Condition
Integrating theory with application and presenting numerous real-life examples, <em>Strategic Advertising Management,</em> 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.<br><br>
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