Strategic Advertising Management
Strategic Advertising Manangement stands out from all the current marketing communication textbooks by taking an integrated approach. It is exceptional in showing how marketing communication planning informs and inspires the rhetorical strategy and creative executions of advertising and promotional campaigns. Poul Erik Flyyvholm Jorgensen, Centre for Corporate Communication, Aarhus School of Business, University of Aarhus The third edition makes an excellent primer for students and managers wanting to understand the concepts and practices of advertising and promotion management. It explains the complexities of advertising management in a way that makes them accessible to students and practitioners alike. Peter Williams, Leeds Business School, Leeds Metropolitan University This is one of the most straightforward and focused advertising textbooks I have seen Evmorfia Argyriou, Aston Business School, Aston University--This text refers to an out of print or unavailable edition of this title.