Provides a practical introduction to the media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this edition incorporates three topics - consolidation, consumer control,...

One of the chief concerns of any business is to maintain steady, profitable growth in a rapidly evolving marketplace. The only way to achieve this goal is to constantly evaluate the company?s strength and position within that marketplace, and look for ways to improve. The iFixit company has...