Series:

M & E Handbook

2 total works

Cover of Modern Marketing

Modern Marketing

by Frank Jefkins

Published October 1983
The third edition of Modern Marketing continues to look at marketing from a practical viewpoint and maintains the lively, interesting style of earlier editions. *Takes an international perspective. *Sections included on EU regulations and media developments.

Cover of Advertising

Advertising

by Frank Jefkins and Daniel Yadin

Published 31 May 1985

This best-selling book looks at the structure and organisation of the industry, how campaigns are constructed and costed, the various methods of promotion, above-the-line and below-the-line costs, legal and ethical issues, market research and much, much more.  The new edition has been fully updated and contains updated material on advertising departments, TV franchises, corporate video and satellite broadcasting.  Case studies are used to bring the subject into the real world.