Description
Description The Fifth Edition provides a perfect blend of state-of-the-arttheory with current management practice and has been updated, toinclude current research and readings. The overriding objective ofthe book is to provide an approach to the management of advertisingthat is sophisticated, thoughtful, and state-of-the-art, whilebeing practical and relevant to real-world Description The Fifth Edition provides a perfect blend of state-of-the-arttheory with current management practice and has been updated, toinclude current research and readings. The overriding objective ofthe book is to provide an approach to the management of advertisingthat is sophisticated, thoughtful, and state-of-the-art, whilebeing practical and relevant to real-world advertising planning,decision... Read More