Strategic brand communication campaigns / [book]
Schultz, Don E.
Strategic brand communication campaigns / [book] Don E. Schultz, Beth E. Barnes. - 5th ed. - Lincolnwood, Ill. : NTC Business Books, 1999 - xxi, 378 p. : ill. ; 23 cm.
Includes index
An introduction to the ldea of brands--Understanding consumers and their relationships to brands--Campaign strategy : the elements of an effective campaign--Campaign evaluation : issues in campaing managements
0844229520 378 Bht.
ADVERTISING CAMPAIGNS.
HF 5823 / S38S 1999
Strategic brand communication campaigns / [book] Don E. Schultz, Beth E. Barnes. - 5th ed. - Lincolnwood, Ill. : NTC Business Books, 1999 - xxi, 378 p. : ill. ; 23 cm.
Includes index
An introduction to the ldea of brands--Understanding consumers and their relationships to brands--Campaign strategy : the elements of an effective campaign--Campaign evaluation : issues in campaing managements
0844229520 378 Bht.
ADVERTISING CAMPAIGNS.
HF 5823 / S38S 1999