Advertising management
By: Batra, Rajeev
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Contributor(s): Myers, John G | Aaker, David A.
Material type:
TextPublisher: Noida: Pearson; 2006Edition: 5 ed.Description: 768p.ISBN: 9788177588507.Subject(s): ADVERTISING MANAGEMENTUDC classification: 659.113.8 BAT/A.5 Summary: The Fifth edition provides a perfect blend of state-of-the-art theory with current management practice and has been updated, to include current research and readings. The overriding objective of the book is to provide an approach to the management of advertising that is sophisticated, thoughtful, and state-of-the-art, while being practical and relevant to real-world advertising planning, decision making, and control. The book draws on and attempts to integrate three related disciplines: the behavioral sciences, marketing and advertising research, and management science.
| Item type | Current location | Call number | Status | Date due | Barcode |
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Books
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Main Library (First Floor, Rack No.35) | 659.113.8 BAT/A.5 (Browse shelf) | Available | 36699 | |
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Books
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Main Library (First Floor, Rack No.35) | 659.113.8 BAT;1/A.5 (Browse shelf) | Available | 36700 |
The Fifth edition provides a perfect blend of state-of-the-art theory with current management practice and has been updated, to include current research and readings. The overriding objective of the book is to provide an approach to the management of advertising that is sophisticated, thoughtful, and state-of-the-art, while being practical and relevant to real-world advertising planning, decision making, and control. The book draws on and attempts to integrate three related disciplines: the behavioral sciences, marketing and advertising research, and management science.
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