Strategic Advertising Management
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Book Details
Author(s)
Larry Percy, Richard Elliott
Publisher
Oxford University Press
ISBN / ASIN
019958088X
ISBN-13
9780199580880
Marketplace
France 🇫🇷
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Description
The text then outlines how this theory can be used by managers in the development of effective marketing communication plans and creative executions. The book treats the subject as an integrated whole, looking at how the various aspects of advertising fit together.
