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.

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Product Specification

Author Manendra Mohan
Binding Paperback
Brand TATA4
Catalog Number List:Catalog Number List Element 0074517805
Ean 9780074517802
Ean List:Ean List Element 9780074517802
Edition 1
Isbn 0074517805
Item Dimensions:Height: Content 2398
Item Dimensions:Height:Units hundredths-inches
Item Dimensions:Length: Content 1799
Item Dimensions:Length:Units hundredths-inches
Item Dimensions:Weight: Content 64
Item Dimensions:Weight:Units hundredths-pounds
Item Dimensions:Width: Content 197
Item Dimensions:Width:Units hundredths-inches
Label McGraw Hill Education
  • {"Name"=>"English", "Type"=>"Published"}
  • {"Name"=>"English", "Type"=>"Original Language"}
  • {"Name"=>"English", "Type"=>"Unknown"}
List Price:Amount 69900
List Price:Currency Code INR
List Price:Formatted Price INR 699.00
Manufacturer McGraw Hill Education
Number Of Items 1
Number Of Pages 429
Package Dimensions:Height: Content 71
Package Dimensions:Height:Units hundredths-inches
Package Dimensions:Length: Content 937
Package Dimensions:Length:Units hundredths-inches
Package Dimensions:Weight: Content 132
Package Dimensions:Weight:Units hundredths-pounds
Package Dimensions:Width: Content 724
Package Dimensions:Width:Units hundredths-inches
Package Quantity 1
Product Group Book
Product Type Name ABIS_BOOK
Publication Date 2017-07-01
Publisher McGraw Hill Education
Studio McGraw Hill Education
Title ADVERTISING MANAGEMENT: Concepts and Cases

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