Advertising Management Book
Advertising Management, 5th edition
Rajeev Batra, John G. Myers and David Aaker, Prentice-Hall, Inc., 1996
Spanning advertising management, communication, production and promotion, this text looks at the necessary decisions involved in the development and execution of an advertising campaign. The fifth edition has been updated to include current research and readings, and improved to encompass more of the advertising process.
[ back to top ]