Office of Academic Resources
Chulalongkorn University
Chulalongkorn University

Home / Help

AuthorParente, Donald
TitleAdvertising campaign strategy : a guide to marketing communication plans / Donald Parente
Imprint Fort Worth, TX : The Dryden Press, 2000
Edition 2nd ed
Descript xxi, 371 p.; 24 cm


Advertising from a marketing communications perspective -- The research foundation I: understanding clients and buyers -- The research foundation II: Market, product, and competitive analyses -- Equity, problems, opportunities, and objectives -- Building the marketing communication strategy -- Developing a creative strategy that moves people -- Media strategy and tactics -- Related marketing communication -- Enhancing the marketing communication mix -- Evaluating the effectiveness of the campaign -- Preparing the plans book

Advertising Campaigns Marketing Communication

Communication Arts Library659.1 P228A 2000CHECK SHELVES

Chulalinet's Book Delivery Request


Office of Academic Resources, Chulalongkorn University, Phayathai Rd. Pathumwan Bangkok 10330 Thailand

Contact Us

Tel. 0-2218-2929,
0-2218-2927 (Library Service)
0-2218-2903 (Administrative Division)
Fax. 0-2215-3617, 0-2218-2907

Social Network


facebook   instragram