A field-based collection of cases examining the problems that confront executives responsible for advertising/communications management decisions across a variety of product and service industries. Techniques for planning, developing and assessing advertising programmes are included.
- ISBN10 0131185136
- ISBN13 9780131185135
- Publish Date 1 January 1981
- Publish Status Out of Print
- Out of Print 10 March 1994
- Publish Country US
- Imprint Prentice Hall
- Edition 2nd Revised edition
- Format Hardcover
- Pages 300
- Language English