Sales & marketing
Description
`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.
More Information
Rights Information
WORLD
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.
View all titlesBibliographic 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
Thank you for proceeding with this offer.
SAGE Publications has chosen to review this offer before it proceeds.
You will receive an email update that will bring you back to complete the process.
You can also check the status in the My Offers area
SAGE Publications has chosen to review this offer before it proceeds.
You will receive an email update that will bring you back to complete the process.
You can also check the status in the My Offers area
Please wait while the payment is being prepared.
Do not close this window.
(c) Copyright 2022 - Frankfurt Rights. All Right Reserved