Kleppner's advertising procedure /
Russell, Thomas J.
Kleppner's advertising procedure / J. Thomas Russell, W. Ronald Lane. - 13th ed. - New Jersey : Prentice Hall, Inc. , 1996. - XVIII, 799 p.
Includes glossary & index
0-13-348830-6
Advertising
Advertising goals Advertising management Corporative advertising Marketing communication Media Retail advertising Segmentation strategy Service advertising
Kleppner's advertising procedure / J. Thomas Russell, W. Ronald Lane. - 13th ed. - New Jersey : Prentice Hall, Inc. , 1996. - XVIII, 799 p.
Includes glossary & index
0-13-348830-6
Advertising
Advertising goals Advertising management Corporative advertising Marketing communication Media Retail advertising Segmentation strategy Service advertising