Advertising and Promotion: An Integrated Marketing Communications Approach - Softcover

Hackey, Chris

Softcover

ISBN 10: 1849201463 ISBN 13: 9781849201469

Verlag: SAGE Publications Ltd, 2010

Inhaltsangabe

This bestselling text offers a new synthesis of literature, theory, practice, and research in advertising and promotion. It brings together the managerial focus of advertising and agency operations with a consumer cultural focus on the social and ethical role of advertising. The Second Edition provides a stronger focus on integrated marketing communications and the promotional mix, more coverage of e-marketing and social media, and a focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging. Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating introduction to the rapidly evolving advertising environment.

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Über die Autorin bzw. den Autor

Chris Hackley has been Professor of Marketing at Royal Holloway, University of London, since 2004, when he was appointed as the university’s first Chair in Marketing. His PhD from the Department of Marketing at Strathclyde University, Scotland, focused on the creative development process in top advertising agencies. He teaches, researches, writes and consults on topics in advertising, marketing, and consumer cultural policy.  

Details zur Ausgabe

• Verlag: SAGE Publications Ltd
• Erscheinungsdatum: 2010
• Sprache: Englisch
• ISBN 10: 1849201463
• ISBN 13: 9781849201469
• Einband: Taschenbuch
• Auflage: 2
• Anzahl der Seiten: 333
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar