Kellogg on Advertising and Media
The Kellogg School of Management
Kellogg on Advertising & Media Marketing faces serious and disruptive changes, including the loss of mass audiences, the decline of broadcast television advertising, and the increased role of online advertising. But the changing world of advertising and media is also full of exciting new ways to reach consumers. Based on the latest research and contributions from world-renowned Kellogg marketing professors, plus insights from leading executives, Kellogg on Advertising and Media explains how marketers can effectively advertise in the new reality. You'll hear from star faculty and industry-leading practitioners including: Bobby Calder and…
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Produktdetails
Weitere Autoren: Calder, Bobby J. (Hrsg.)
- ISBN: 978-1-118-42911-2
- EAN: 9781118429112
- Produktnummer: 16370409
- Verlag: Wiley
- Sprache: Englisch
- Erscheinungsjahr: 2012
- Seitenangabe: 368 S.
- Plattform: EPUB
- Masse: 4'046 KB
Über den Autor
Bobby J. Calder is the Charles H. Kellstadt Distinguished Professor of Marketing at the Kellogg School of Management at Northwestern University. He has worked as a consultant to many major corporate clients, and has taught at the Wharton School, University of Pennsylvania, and at the University of Illinois. He is a graduate of the University of North Carolina and coeditor of Kellogg on Integrated Marketing (Wiley).
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