Larry Percy

Strategic Advertising Management

Buch

Strategic Advertising Management offers a systematic look at advertising within a theoretical and strategic planning framework. The authors present an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan.

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Produktdetails

Weitere Autoren: Rosenbaum-Elliott, Richard

ISBN: 978-0-19-870365-5
EAN: 9780198703655
Produktnummer: 20441096
Verlag: Oxford Academic
Sprache: Englisch
Erscheinungsjahr: 2016
Seitenangabe: 456 S.
Masse: H24.6 cm x B18.9 cm x D2.2 cm 851 g
Auflage: 5. A.
Gewicht: 851

Über den Autor

Larry Percy has worked in both the 'real world' of advertising and marketing as well as in the academic world. He is currently a consultant in marketing and communication. In addition to his consulting, Dr. Percy holds an appointment as Professor of Marketing at the Copenhagen Business School. Over the years, he has taught in a number of graduate programs at top U.S. and European business schools, including the University of Pittsburgh's KatzGraduate School of Business, the University of Oxford, Luiss Business School in Rome, and the Stockholm School of Economics. Professor Richard Elliott is Professor Emeritus of Marketing and Consumer Research at the University of Bath