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Routledge Principles of Advertising: A Global Perspective, Second Edition

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Description
Principles of Advertising: A Global Perspective, Second Edition updates the classic first edition of this exceptional classroom resource, selected as one of CHOICE magazine's Outstanding Academic Titles for 1999. Ideal for use as an introductory textbook, the book presents an integrated marketing approach that's essential for keeping up with the changing world of contemporary advertising, and reflects the authors' expertise not just in advertising, but also in the larger field of integrated marketing communications. The new edition of the book examines the environment in the advertising industry following the terrorist attacks on Sept. 11, 2001, as well as market segmentation, target marketing, product positioning, buyer behavior, legal and political concerns, the creative aspects of advertising, and much more.

Product Specifications
Brand
Routledge
Format
paperback
ASIN
0789023008
Category
Books > Subjects > Business, Finance & Law > Sales & Marketing > Advertising
Domain
Amazon UK
Release Date
21 November 2007
Listed Since
13 February 2007

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