Author: Larry Percy

This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Comm...

This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Comm...

From Oreos, Jell-O, raisins, and milk to amusement parks, retail centers, ATMs, and mutual funds, the case studies presented in Marketing Research ...

From Oreos, Jell-O, raisins, and milk to amusement parks, retail centers, ATMs, and mutual funds, the case studies presented in Marketing Research ...

Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other mark...

Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, pr...

Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, pr...

A brand is not merely a representation of a product: it is an emotional and symbolic perception we develop that influences our thoughts, feeling, a...