Practice of Advertising
5th Revised edition
By (author) Adrian Mackay
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Practice of Advertising by Adrian Mackay
Book DescriptionThe Practice of Advertising addresses key issues in the industry, presenting a comprehensive overview of its components. Clarity in both style and content has been ensured so that the information is easily accessible and terminology is suitable for the reader. Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples to illustrate key points and support underlying principles. Topics addressed range from introducing the roles of advertiser and the advertising agency, through to more specialised areas of advertising such as recruitment and directory advertising. The specialist knowledge gained from the contributors provides a valuable insight for practitioners and students wishing to gain a solid grounding in the subject. By looking at the current situation as well as considering developments likely to occur in the future, the text demonstrates how best to implement existing methods as well as considering how improvements can be made.
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Book DetailsISBN: 9780750661737
(234mm x 156mm x 20mm)
Imprint: Butterworth-Heinemann Ltd
Publisher: Taylor & Francis Ltd
Publish Date: 17-Sep-2004
Country of Publication: United Kingdom
Books By Author Adrian Mackay
Recruiting, Retaining and Releasing People, Paperback (November 2006)
The greater part of an HR budget is spent on recruitment and retaining good people is key to a company's success. This book contains material around recruitment and retention including those issues that are pressing on companies with regard to flexibility, returning to work, coaching and skills shortages.
Motivation, Ability and Confidence Building in People, Paperback (November 2006)
In order to get the best out of people in organisations, managers need to address the fundamental principals of people management: those of motivation, ability and confidence building. This book intends to offer an understanding of these three main areas with anecdotes and practical examples, to enable managers to gain demonstrable improvements.
Fundamentals and Practice of Marketing, Paperback (August 2002)» View all books by Adrian Mackay
Communicates the basic themes and principles of contemporary marketing. This book also includes chapters on: direct marketing, public relations; integrated marketing planning; wholesale and retail operations; relationship marketing; as well as services marketing, B2B marketing and external marketing environment.
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