Concepts and Cases

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This is a comprehensive book presenting an integrated approach to concepts and cases in advertising. The book examines every aspect of advertising and sales promotion - an area of marketing, which is becoming increasingly important in a firm`S total promotion mix.
The book takes a close look at the economic and social implications of advertising planning, budgeting, effectiveness, industrial and institutional advertising and the future of advertising in India and other developing nations. An important feature of the book is the inclusion of outstanding cases, such as the Cancer Check Case, L & T Fuse Switch Advertising Case, and the Amul Extension Services Case. The book would be very useful for postgraduate students of management and for students doing their diploma in advertising and marketing. Advertising professionals would also find this book a valuable reference source.

AuthorManendra Mohan
Height2398 mm
Length1799 mm
Width197 mm
Weight110 g
Language TypePublished
Number Of Items1
Number Of Pages429
Package Quantity1
Product GroupBook
Publication Date2017-07-01
PublisherMcGraw Hill Education
StudioMcGraw Hill Education
Sales Rank138430

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