Cases in advertising and promotion management / John A. Quelch, Paul W. Farris.

By:

Quelch, John A

Contributor(s):

Farris, Paul

Material type:

TextPublication details: Homewood, IL : Irwin, c1987.Edition: 2nd edDescription: xv, 754 p. : ill. ; 25 cmISBN:

0256037132

Subject(s):

DDC classification:

659.1 20 QUE

Item type:

Books-General

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Holdings
Current library	Call number	Status	Barcode
Archives Centre	659.1068 QUE (Browse shelf(Opens below))	Withdrawn Item	2003-098

Table of Contents

Advertising, promotion and marketing communications
Advertising and corporate communications
Advertising and branding
Positioning and message strategy
Media selection, scheduling and buying
Budgeting
Measuring and evaluation
Promotion: The manufacture perspective
Promotion : The trade perspective
Agency relations and management
Projects and exercises in advertising and promotion management

Includes bibliographical references and index.

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