Advertising Management: With Cd

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The second edition of Advertising Management has been revised to reflect the changes in the business environment and the industry since the first edition was published in 2006. Beginning with an overview of advertising and sales promotion management, the book discusses in detail brand building and advertising management, the advertising agency, and strategy and planning process in advertising campaigns. It goes on to discuss the emerging field of digital advertising, the role of consumer behavior and advertising research, ...

Advertising Management: With Cd 2012, OUP India, New Delhi

ISBN-13: 9780198074120

2nd Revised edition