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      Sales & marketing

      Advertising and Promotion

      An Integrated Marketing Communications Approach

      by Hackley, Chris

      Description

      A companion website is available for this text

      `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.

      NEW to this edition:

      - A stronger focus on integrated marketing communications and the promotional mix, including PR and personal selling.

      - Expanded coverage of contemporary topics, including: integrating e-marketing, Web 2.0, mobile advertising, sponsorship, branding, direct marketing, ethics, and social responsibility and regulation.

      - A focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging as a result.

      - A companion website including a full instructors' manual for lecturers, including PowerPoint slides and extra case studies, and access to full-text journal articles for students.

      Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating guide to the rapidly evolving advertising environment.

      Advertising and Promotion
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      SAGE Publications

      SAGE Publications

      SAGE has produced over 850 journals, including those of over 300 learned societies and institutions, and over 800 books a year over a broad range of areas including business, science, and technology.

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      Bibliographic Information

      • Publisher/Imprint SAGE Publications / SAGE Publications Ltd
      • Publication Date February 2010
      • Orginal LanguageEnglish
      • ISBN/Identifier 9781446211021 / 1849201463
      • Publication Country or regionCalifornia
      • Primary Price 32.99 GBP
      • Pages333
      • ReadershipCollege - higher education
      • Publish StatusPublished
      • ResponsibilityChris Hackley.
      • Edition2nd edition
      • Page size23
      • Illustrationill. (some col.)
      • Biblio NotesPrevious ed.: 2005.
      • Reference CodeBDZ0008865852

      Category

      • Sales & marketing

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