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Book synopsis

This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising. The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single 'knowledge bank' of theory and practice for advertising students and professionals.

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Advertising Business
• Subtitle: Operations, Creativity, Media Planning, Integrated Communications
• Author: John Philip Jones
• Language: English
• Binding: Paperback
• Number of pages: 560
• EAN: 9780761912392
• ISBN: 0761912398
• ID: 04683852
• Publisher: SAGE Publications Inc
• Weight: 910 g
• Dimensions: 228 × 152 × 33 mm
• Date of publishing: 30. March 1999

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