Principles of Advertising: A Global Perspective, Second Edition - Image 1

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Routledge Principles of Advertising: A Global Perspective, Second Edition

Name: Principles of Advertising: A Global Perspective, Second Edition
Brand: Routledge
Price: 56.5 GBP
Availability: InStock

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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 > Economics
Domain: Amazon UK
Release Date: 21 November 2007
Listed Since: 13 February 2007

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Routledge Principles of Advertising: A Global Perspective, Second Edition

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