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Opis

John Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume. Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.

Szczegóły książki

Kategoria Książki po angielsku Economics, finance, business & management Business & management Sales & marketing

• Pełny tytuł: How Advertising Works
• Podtytuł: The Role of Research
• Autor: John Philip Jones
• Język: Angielski
• Oprawa: Miękka
• Liczba stron: 368
• EAN: 9780761912415
• ISBN: 076191241X
• ID: 04683853
• Wydawca: SAGE Publications Inc
• Waga: 558 g
• Wymiary: 229 × 153 × 24 mm
• Data wydania: 23. July 1998

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