Advertising management
Jaishri Jethwaney; Shruti Jain
| Year of publication: |
c 2006 ; 1. publ.
|
|---|---|
| Authors: | Jethwaney, Jaishri N. ; Jain, Shruti |
| Publisher: |
New Delhi, New York [u.a.] : Oxford University Press |
| Subject: | Marketing | Werbeplanung | Advertising planning |
| Description of contents: | Table of Contents [swbplus.bsz-bw.de] ; Description [loc.gov] |
| Extent: | XII, 716 S. Ill., graph. Darst. 24 cm |
|---|---|
| Series: | |
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Ratgeber ; Guidebook |
| Language: | English |
| Notes: | Includes bibliographical references and index Introduction to advertising management -- Advertising in historical perspective -- Brand building and advertising management -- Advertising agency: structure and processes -- Strategey and planning process in advertising campaigns -- Consumer behaviour and advertising research -- Creative strategy and creative development -- Media strategy and planning -- Agency relationships -- Advertising classification and current issues -- Advertising: laws and ethics -- Sales promotion -- Public relations -- Rural advertising in India -- Globalization in Indian advertising -- Annexure I: The code for self regulation in advertising -- Annexure II: Advertising agencies and rulings of the Indian Newspaper Society |
| ISBN: | 0-19-567843-5 ; 978-0-19-567843-7 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003398392