Jethwaney, Jaishri N. creator Jain, Shruti text bibliography nyu New Delhi, New York Oxford University Press 2012 2006 2nd ed. monographic eng

print

xxi, 650 p. : ill. ; 24 cm. 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 Jaishri Jethwaney, Shruti Jain. Advertising Management Advertising India HF5823 .J48 2006 659.1 JET/A 9780198074120 2006284078 OMB 061003 20200124112310.0 14581335