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Advertising Management

By Donald W Jugenheimer, Larry D Kelley, Fogarty Klein Monroe
eBook
$94.99
By Donald W Jugenheimer, Larry D Kelley, Fogarty Klein Monroe
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This comprehensive book is designed to serve as a primary text for the Advertising Management course that follows the more general Principles of Advertising course. It can stand alone, or, for instructors who prefer a case-based approach, it can be adopted together with "Cases in Advertising Management" (978-0-7656-2261-7) by the same authors. "Advertising Management" covers a full range of topics for a semester-long course, including financial management, business planning, strategic plann...

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