TY  - BOOK
AU  - Hackley, Chris
TI  - Advertising and promotion
SN  - 9781849201469
PY  - 2010///
CY  - Los Angeles ; London ; New Delhi ; Singapore ; Washington DC ; Melbourne 
PB  - SAGE
KW  - HF COMMERCE
KW  - Advertising
KW  - Social aspects
KW  - Sales promotion
KW  - Brand name products
KW  - Bibliography MSc - Marketing Management: Account-Based Marketing
KW  - Bibliography MSc - Marketing Management: Retail & Consumer Goods
N1  - an integrated marketing communications approach
N2  - 'Bridges the academic gap between textbook and leading edge marketing thinking. It has been substantially revised and is particularly strong on electronic media and their current marketing usage' - Ros Masterson, De Montfort University, Leicester, UK ;  ; 'Lucid, insightful, an inspiration for even more creative communications and a treat for the mind. A must read for all wanting to better understand advertising and promotions' - Leslie de Chernatony Professor of Brand Marketing,  Università della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK ;  ; The eagerly-awaited Second Edition of Advertising and Promotion continues to provide a highly readable and authoritative introduction to the key concepts and issues for the study of advertising and promotional communication in a global context. ;  ; NEW to this edition: ;  ; - A stronger focus on integrated marketing communications and the promotional mix, including PR and personal selling. ;  ; - Expanded coverage of contemporary topics, including: integrating e-marketing, Web 2.0, mobile advertising, sponsorship, branding, direct marketing, ethics, and social responsibility and regulation. ;  ; - A focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging as a result. ;  ; - A companion website including a full instructors' manual for lecturers, including PowerPoint slides and extra case studies, and access to full-text journal articles for students (www.sagepub.co.uk/hackley) ;  ; Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating guide to the rapidly evolving advertising environment
UR  - http://books.google.es/books?id=sJzYRpxGWy0C&printsec=frontcover&dq=9781849201469&hl=ca&sa=X&ei=732KUZLGCOet0QXziIG4Dw&redir_esc=y#v=onepage&q=9781849201469&f=false
ER  -