Cases in Advertising and Communication Management
ISBN-10:
0131161385
ISBN-13:
9780131161382
Author(s): Kopp, Robert J.; Greyser, Stephen A.
Edition: Facsimile, Subsequent
Description:
A field-based collection of cases examining the problems that confront executives responsible for advertising/communications management decisions across a variety of product and service industries. Techniques for planning, developing and assessing advertising programmes are included.
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