Advertising and promotion

Autore: Hackley C.  Casa Editrice: SAGE Publications  Anno Edizione: 2010 Edizione: 2 ISBN: 9781849201452 Pagine: 360 Costo: 115,85 Euro (*) Materia: Comunicazione di Massa - Mass Media Marketing Lingua: Inglese

Bridges the academic gap between textbook and leading edge marketing thinking. It has been substantially revised and is particularly strong on electronic media and their current marketing usage' - Ros Masterson, De Montfort University Lucid, insightful, an inspiration for even more creative communications and a treat for the mind. A must read for all wanting to better understand advertising and promotions' - Leslie de Chernatony Professor of Brand Marketing Università della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK The eagerly-awaited Second Edition of Advertising and Promotion continues to provide a highly readable and authoritative introduction to the key concepts and issues for the study of advertising and promotional communication in a global context.