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Advertising: planning, implementation, and control /
| Autore principale: | |
|---|---|
| Natura: | Printed Book |
| Lingua: | English |
| Pubblicazione: |
Ohio :
South-Western Pub. Co,
1993.
|
| Edizione: | 4th ed. |
Sommario:
- 1. Framework for the advertising planning process 2. Setting direction for the advertising program 3. Programs for reaching advertising objectives 4. Control and evaluation of the advertising programs