by Schultz, Don E., Allison, Anne, Tannenbaum, Stanley I.

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ISBN-13: 9780844235271
ISBN: 084423527X
Edition: 3
Publisher: McGraw-Hill/Contemporary

AUTHOR

Schultz, Don E., Allison, Anne, Tannenbaum, Stanley I.

SUMMARY

Get the strategic insights and tools you need to make your next advertising or marketing communications program more productive and profitable. Eight concise chapters, updated to include the newest approaches, show you how to: -- Understand your customer better-- Integrate promotion and communications strategies into an effective marketing plan-- Develop on-target creative approaches and executions-- Evaluate strategies and programs for the entire range of mediaSchultz, Don E. is the author of 'Essen.of Advertising Strat.' with ISBN 9780844235271 and ISBN 084423527X.

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