Kellogg on advertising & media

"This book is the ultimate guide to communicating with consumers in today's advertising and media climate." "Most marketers today face strong competition from products that are well positioned and high-quality. The job of marketing communications is increasingly to find ways of n...

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Detalles Bibliográficos
Otros Autores: Calder, Bobby J. (-)
Formato: Libro
Idioma:Inglés
Publicado: Hoboken, N.J. : John Wiley & Sons cop. 2008
Materias:
Acceso en línea:Sumario
Ver en Universidad de Navarra:https://unika.unav.edu/discovery/fulldisplay?docid=alma991009545229708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es
Descripción
Sumario:"This book is the ultimate guide to communicating with consumers in today's advertising and media climate." "Most marketers today face strong competition from products that are well positioned and high-quality. The job of marketing communications is increasingly to find ways of not just delivering an ad message but also of engaging the consumer, of getting the consumer to feel the brand is relevant to their lives. This cutting-edge book from world-renowned Kellogg faculty and leading practitioners explains the exciting new ways advertising and media are doing just that."--
Descripción Física:xi, 292 p. : il. ; 24 cm
Bibliografía:Incluye referencias bibliográficas e índice
ISBN:9780470119860