TY  - BOOK
AU  - Greyser,Stephen A
TI  - Cases in advertising and communications management
SN  - 0131184970
U1  - 659.1 
PY  - 1972///
CY  - Englewood Cliffs, N.J.
PB  - Prentice-Hall
KW  - Advertising
KW  - United States
KW  - Management
KW  - Case studies
KW  - Communication systems
KW  - lcgft
N1  - Table of Contents

Pt. I Promotion's role and opportunities
pt. II. Market identification and media strategy 
pt. III. Developing and appraising advertising messages
pt. IV. Evaluating promotional programs 
pt. V. Advertiser-agency relationships
pt. VI. Promotion and social issues
ER  -