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Kellogg on Advertising and Media: The Kellogg School of Management

By Bobby J. Calder (Editor), Philip Kotler (Foreword by)
Hardcover
$29.95
By Bobby J. Calder (Editor), Philip Kotler (Foreword by)
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In Kellogg on Advertising and Media, members of the world's leading marketing faculty explain the revolutionized world of advertising. The star faculty of the Kellogg School of Management reveal the biggest challenges facing marketers today- including the loss of mass audiences, the decline of broadcast television advertising, and the role of online advertising- and show you how to advertise successfully in this new reality. Based on the latest research and case studies, this book shows you...

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