Strategic Advertising Management

• Author(s): Larry Percy, Richard H. Elliott,
• Publisher: Oxford University Press
• Pages: 475
• ISBN_10: 0198835612
  ISBN_13: 9780198835615
  
• Language: en
• Categories: Business & Economics / General , Business & Economics / Advertising & Promotion , Business & Economics / Public Relations , Business & Economics / Strategic Planning , Business & Economics / Commerce , Medical / General ,

Description:... Provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Using real world examples and 16 new case studies featuring a variety of international brands and companies such as Dutch bike rental service Swapfiet, US airline JetBlue, and British car manufacturer Jaguar, this is a resource you can trust to clearly illustrate how strategic advertising operates in a global economy. With added coverage on social media, viral, and online advertising throughout, and a dedicated chapter on digital media, Strategic Advertising Management continues to offer the most current, comprehensive and complete guide to the rapidly evolving landscape of the advertising industry