Jethwaney, Jaishri N. <br/><br/>
Advertising management / 
Jaishri Jethwaney, Shruti Jain. 
 - 2nd ed. 
 - New Delhi, New York :  Oxford University Press,  2012 
 - xxi, 650 p. :  ill. ;  24 cm. 
<br/><br/>Introduction to advertising management -- Advertising in historical perspective -- Brand building and advertising management -- Advertising agency: structure and processes -- Strategy and planning process in advertising campaigns -- Consumer behavior and advertising research -- Creative strategy and creative development -- Media strategy and planning -- Agency relationships -- Advertising classification and current issues -- Advertising: laws and ethics -- Sales promotion -- Public relations -- Rural advertising in India -- Globalization in Indian advertising  
<br/><br/><label>ISBN: </label>9780198074120 
<br/><br/><label>LCCN: </label>2006284078 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising--Management.<br/>Advertising--India.
<br/><br/><label>LC Class. No.: </label>HF5823  / .J48 2006 
<br/><br/><label>Dewey Class. No.: </label>659.1  / JET/A