This book has been designed for managers, and, advertising and marketing professionals as a practical guide to advertising, concentrating on the improvement of management techniques and showing how to deal effectively with advertising agencies. It provides information on what changes have taken place in the field in recent years, and explains how to cope with the modern, changing marketplace. There is also coverage of international advertising, segmentation - how to target specific audiences and create products for them - changes in the media, movement in the market and changes in the marketplace. The book contains many examples from real life situations as an aid to understanding the principles explained.
- ISBN10 0471635189
- ISBN13 9780471635185
- Publish Date 6 October 1988
- Publish Status Out of Stock
- Out of Print 12 November 1998
- Publish Country US
- Imprint John Wiley & Sons Inc
- Format Hardcover
- Pages 320
- Language English