Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions--in the order in which they must be made--involved in the development and execution of an advertising campaign. The "Fifth Edition" has been both updated, to include current research and readings, and improved, to encompass more of the advertising process.

Advertising Management

Business & Money

Aaker, David A.

Batra, Rajeev

Myers, John G.

Marketing & Sales

Lebanon, Indiana, U.S.A.: Prentice Hall

<p>Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions—in the order in which they must be made—involved in the development and execution of an advertising campaign. The <i>Fifth Edition</i> has been both updated, to include current research and readings, and improved, to encompass more of the advertising process.</p>

Advertising Management (5th Edition)

PRENTICE/HALL

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Marketing research and knowledge development: An assessment for marketing management

Massy, William F.

Greyser, Stephen A.

Management & Leadership

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