How to Turn Advertising Expenses into Investments
Rs. 399.00
This book is specifically written for professionals in the marketing and advertising fields in India and the countries of the Pacific Rim. It is based on large quantities of data from the United States and other countries, and all this information has been carefully scrutinized for its relevance to professional practice in the countries for which the book is written.
The author spent more than 25 years in the advertising agency business in various J. Walter Thompson offices in Europe. He then became a professor at Syracuse University, New York, where for over 20 years he has worked with leading American advertising and research companies in carrying out investigations into the ways in which advertising actually works.
This experience has been distilled into the lessons presented in How to Turn Advertising Expenses into Investments. All aspects of advertising are covered, but with a particular emphasis on the managerial processes of planning advertising campaigns and monitoring their effects in the market place.
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