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Essentials of Advertising Strategy (NTC Business Books)

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Essentials of Advertising Strategy (NTC Business Books) (Hardcover)

by Don E. Schultz (Author), Stanley I. Tannenbaum (Author), Anne Allison (Author, Editor)

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Product details

Hardcover: 155 pages
Publisher: McGraw-Hill Contemporary; 3rd Revised edition edition (1 Jul 1996)
Language English
ISBN-10: 084423527X
ISBN-13: 978-0844235271
Product Dimensions: 25.7 x 18.3 x 2.3 cm
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Amazon.co.uk Sales Rank: 3,325,898 in Books (See Bestsellers in Books)

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Synopsis
Provides strategic insights and tools for professionals and advanced students in advertising and marketing, with chapters on how consumers buy, marketing planning, developing a creative strategy, and judging advertising executions. Includes discussion questions, b&w photos, and a case study. This third edition is updated to include new concepts in

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