Strategic Advertising Management: 6th Edition

Richard Rosenbaum-Elliott · Larry Percy

2021年12月 · Gildan Media · 讲述者：Daniel Henning

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Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Renowned experts in the field, the authors draw on their extensive experience to present the essential principles of communication that demonstrate how advertising works.

Using real world examples and sixteen new case studies featuring a variety of international brands and companies such as Dutch bike rental service Swapfiet, US airline JetBlue, and British car manufacturer Jaguar, this is a resource you can trust to clearly illustrate how strategic advertising operates in a global economy.

With added coverage on social media, viral, and online advertising throughout, and a dedicated chapter on digital media, Strategic Advertising Management continues to offer the most current, comprehensive and complete guide to the rapidly evolving landscape of the advertising industry.

作者简介

Richard Rosenbaum-Elliott is professor emeritus of marketing and consumer research at the School of Management, University of Bath. Larry Percy is visiting professor of marketing at the Turku School of Economics, University of Turku. Daniel Henning is a director, producer, actor, and writer. His work has been seen on HBO, CBS, NBC, ABC, FOX, MTV, Comedy Central, and on stages throughout Southern California. He won a 2017 Telly Award for "Best Writer" for the film version of his play The Tragedy of JFK (as Told by Wm. Shakespeare).