Greenwood Publishing Group : The Entrepreneur's Guide to Advertising

The Entrepreneur's Guide to Advertising
James R. Ogden and Scott Rarick

0-313-36582-2/978-0-313-36582-9

Description

Geared to the fast-changing media world of the 21st century, The Entrepreneur's Guide to Advertising was written to offer both basic advertising concepts and advanced, state-of-the-art information about the new advertising environment. In its pages, two expert authors walk the entrepreneur through each and every stage necessary to create an integrated and synergistic advertising and marketing communications program.This guide covers all of the many facets of advertising, as well as the variables that make up the Integrated Marketing Communication (IMC) mix. Most notably, the book provides a framework entrepreneurs can use to develop a marketing communication (MARCOM) plan of their own. Readers will come away from The Entrepreneur's Guide to Advertising with an enhanced ability to make research-based judgments about their market and a new savvy about their approach to communications.

Title Features:Includes an Integrated marketing communication flow chart and section-by-section steps for the development of an Integrated Marketing Communication plan

About the Author

Dr. J.R. (Doc) Ogden, PhD, is professor of marketing at Kutztown University, Kutztown, PA.

Scott Rarick is a successful advertising executive currently serving as director of media and director of account services for The Stevenson Group.

List Price: $44.95 Pages: 184 Publication: 12/31/2009

To order, visit www.greenwood.com, call 1-800-368-6868, or use this order form:

Name
Address
City
State
Zip
Telephone
Email

Check enclosed made payable to Greenwood Publishing Group
Charge Credit Card: VISA MC AMEX

Credit Card #:
Expiration Date:
Signature (required):

ISBN	Title	Price
0-313-36582-2 978-0-313-36582-9	The Entrepreneur's Guide to Advertising	$44.95
If paying by check, please add shipping and handling: U.S. residents, add 10%; Canada residents, add 12%; $8.00 minimum. AZ, CA, CO, FL, MA, MD, ME, MO residents add sales tax on subtotal. CT, GA, KS, KY, MI, NC, NE, NJ, NM, NY, PA, SC, SD, VT residents add sales tax on subtotal plus shipping charges. Canada residents add GST tax. Enclose tax-exempt certificate if applicable.		Subtotal
		Shipping
		Sales Tax
		Total

Mail this form to: ABC-CLIO
Customer Service
P.O. Box 1911
Santa Barbara, CA 93116-1911