"A complete and well-organized textbook on advertising"— Educational Book Review
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.
Principles of Advertising: A Global Perspective, Second Edition equips instructors—and their students—with the fundamental elements of the field with emphasis on ethical issues. The book includes a foreword by Don E. Schultz of Northwestern University’s Integrated Marketing Communication program and provides insights into effective local, national, and global integrated marketing strategies for print, electronic, and online advertising. This updated edition maintains the original format for each chapter of featuring “Global Perspectives,” “Ethics Tracks,” and short commentaries from practitioners in various fields, and adds 24 new illustrations and more recent examples of now-famous advertising campaigns.
New material presented in Principles of Advertising: A Global Perspective, Second Edition includes:
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Descrizione libro Condizione libro: New. Depending on your location, this item may ship from the US or UK. Codice libro della libreria 97807890230010000000
Descrizione libro Routledge, 2017. Paperback. Condizione libro: NEW. 9780789023001 This listing is a new book, a title currently in-print which we order directly and immediately from the publisher. Print on Demand title, produced to the highest standard, and there would be a delay in dispatch of around 10 working days. Codice libro della libreria HTANDREE0261065
Descrizione libro Routledge, 2005. PAP. Condizione libro: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Codice libro della libreria F9-9780789023001
Descrizione libro Routledge. Condizione libro: BRAND NEW. BRAND NEW Softcover - 454pp - This title is now printed on demand - please allow an added 2-3 weeks for shipment! A Brand New Quality Book from a Full-Time Bookshop in business since 1992!. Codice libro della libreria 2006478
Descrizione libro Haworth Pr Inc, 2005. Paperback. Condizione libro: Brand New. 2nd edition. 427 pages. 8.25x5.75x1.00 inches. In Stock. Codice libro della libreria __0789023008
Descrizione libro Routledge, 2005. Paperback. Condizione libro: New. book. Codice libro della libreria 0789023008
Descrizione libro Taylor & Francis Inc, 2005. Paperback. Condizione libro: New. 2nd Revised edition. 15.8 x 21 cm. Our orders are sent from our warehouse locally or directly from our international distributors to allow us to offer you the best possible price and delivery time. Book. Codice libro della libreria MM-60217416
Descrizione libro Condizione libro: Brand New. Book Condition: Brand New. Codice libro della libreria 97807890230011.0