Exploring the core principles that drive advertising, this book goes beyond academic theory. The authors present advertising as it is actually practiced and mak

Adventising perspectives, crafting marketing and advertising strategies, integrating adverting with other elements of the communications mix....

The authors present an integrated marketing approach to contemporary advertising. This new edition has been substantially updated to take account of the changes

An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. As t