Two experts show entrepreneurs how to execute advertising campaigns
and maintain a unified message when advertising and communicating
with customers. Geared to the fast-changing media world of the 21st
century, The Entrepreneur's Guide to Advertising was written to
offer both basic advertising concepts and advanced,
state-of-the-art information about the new advertising environment.
In its pages, two expert authors walk the entrepreneur through each
and every stage necessary to create an integrated and synergistic
advertising and marketing communications program. This guide covers
all of the many facets of advertising, as well as the variables
that make up the Integrated Marketing Communication (IMC) mix. Most
notably, the book provides a framework entrepreneurs can use to
develop a marketing communication (MARCOM) plan of their own.
Readers will come away from The Entrepreneur's Guide to Advertising
with an enhanced ability to make research-based judgments about
their market and a new savvy about their approach to
communications. Includes an Integrated marketing communication flow
chart and section-by-section steps for the development of an
Integrated Marketing Communication plan
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