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TitleAdvertising management : concepts and cases
Author Manendra Mohan
Imprint New Delhi : Tata McGraw-Hill, 1989
Edition 1st ed
Descript xi, 418 p. : ill; 25 cm

CONTENT

Advertising- its purpose and function -- Economic and social implications of advertising -- Advertising in marketing mix -- Advertising process -- Advertising strategy planning and organization -- Advertising appropriation -- Creative strategy -- Creative execution and judgement -- Media decisions -- Other promotional media and methods -- Evaluation of advertising effectiveness


Advertising Advertising management

LOCATIONCALL#STATUS
Communication Arts Library659.1 M697A 1989CHECK SHELVES
Sasin Library659.1 M274A 1989CHECK SHELVES

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