最 低 价：￥25.20
定 价：￥63.00
作 者：(美)J.托马斯﹒罗素(J.ThomasRussell) (美)W.罗纳德﹒莱恩(W.RonaldLane)著 著
出 版 社：清华大学出版社
出版时间：1997-10
I S B N：730202676
| 姓名：（美）J﹒托马斯﹒罗素著 作者简介： 作品：《Kleppner广告教程》 姓名：(美)J.托马斯﹒罗素(J.ThomasRussell) (美)W.罗纳德﹒莱恩(W.RonaldLane)著 出 版 社：清华大学出版社著 作者简介： 作品：《Kleppner广告教程》 |
| preface x acknowledgements xvi about the authors xviii part i the place of advertising 2 one background of today''s advertising 4 beginnings 6 origins of newspaper advertising 7 three momentous decades: 1870-1900 9 america enters the twentieth century. 15 advertising comes of age 16 summary 26 two roles of advertising 27 advertising, the marketing mix, and integrated marketing 31 case history: john h. harland company: major league baseball checks 34 advertising as an institution 36 advertising to diverse customer interests 39 a good product that meets a perceived need 42 variations in the importance of advertising 49 the place of advertising in the marketing process 50 case history: dickerson vision technologies, inc.: what''s wrong with this picture 55 summary 59 case history: miles inc.: community science education initiative 60 video case: the detroit zoo 62 video case: the atlanta ballet: the nutcracker 63 part ii planning and adverti 更多 |
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