The Entrepreneur's Guide to Advertising (Hardcover) (ISBN-13: 9780313365829)

Two experts show entrepreneurs how to execute advertising campaigns and maintain a unified message when advertising and communicating with customers.

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.

Author: James Ogden,Scott Rarick
ISBN-10: 0313365822
ISBN-13: 9780313365829
Publisher: Praeger
Language: English
Published: 12/01/2009
Pages: 144
Format: Hardcover
Weight: 0.80lbs
Size: 9.30h x 6.10w x 0.60d

Review Citation(s):
Reference and Research Bk News 05/01/2010 pg. 127