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Advertising management

Batra, Rajeev

Advertising management by Rajeev Batra, John G. Myers and David A. Aaker - 5th ed. - New delhi: Prentice-Hall of India Pvt. ltd. 1997 - xiii, 754p., ind. 23 cm x 17 cm

ISBN: 8120312198

Subjects--Topical Terms:
advertising and society
advertising management
advertising regulation
brand feelings
copywriting
creative approaches
decision making
integrated marketing communication
market positioning
media strategy
message strategy
message tactics
objective setting
personality
planning
social norms
testing

Dewey Class. No.: 659.1 / BAT

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