Strategic Advertising Management

5. Revised Auflage 2016
ISBN: 978-0-19-870365-5
Verlag: Oxford University Press

Buch, Englisch, 456 Seiten, Format (B × H): 192 mm x 247 mm, Gewicht: 877 g

Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Renowned experts in the field, the authors draw on their extensive experience to present the essential principles of communication that demonstrate how advertising works.

Using real world examples and case studies from a variety of international brands and companies, such as Samsung, McDonalds and Disney, the authors have created a resource that clearly illustrates how theory is put in to practice, and how strategic advertising operates in a global economy.

The new edition features more coverage of social media, viral, and online advertising throughout, and a dedicated chapter on 'Digital Media,' ensuring that the book continues to offer students the most complete guide to the rapidly evolving landscape of the advertising industry.

Online Resource Centre

For Students:

Flashcard glossary
Additional questions
Further reading updates
Web links

Video links to adverts exemplifying strategies discussed in the book, short films from advertising companies and relevant documentaries

For Lecturers:

Suggested IPA case histories
Suggested classroom exercises
PowerPoint slides

Autoren/Hrsg.

Percy, Larry

Rosenbaum-Elliott, Richard

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensorganisation & Entwicklungsstrategien
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften Kommunikationsmanagement, Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensführung

Über Autor(innen)

Larry Percy has worked in both the 'real world' of advertising and marketing as well as in the academic world. He is currently a consultant in marketing and communication. In addition to his consulting, Dr. Percy holds an appointment as Professor of Marketing at the Copenhagen Business School. Over the years, he has taught in a number of graduate programs at top U.S. and European business schools, including the University of Pittsburgh's Katz
Graduate School of Business, the University of Oxford, Luiss Business School in Rome, and the Stockholm School of Economics.

Professor Richard Elliott is Professor Emeritus of Marketing and Consumer Research at the University of Bath