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AdValue 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Butterfield, Leslie 编作者

Butterworth-Heinemann

译者

2003-04-30 出版日期

256 页数

USD 44.95 价格

Paperback

丛书系列

9780750655019 图书编码

AdValue 在线电子书图书标签: 英文 Advertising

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AdValue 在线电子书图书描述

"Advalue" is organised into four sections, according to where the advertising effect is to be seen: company value effects; business performance effects; customer effects; and brand effects. In addition, there is a brief introductory section and each chapter is prefaced by a short executive summary describing 'the argument in brief'. The individual authors are leading experts in their fields drawn from the advertising industry, the client community and the academic world. The book is aimed both at an advertising audience and at a general business audience - spanning from finance to marketing - who need to tie advertising spend to tangible outcomes. It is based on key reports from the IPA and leading advertising experts, and offers the first comprehensive and coherent quantitative approach to gauging advertising performance. It is suitable for both an advertising and a general business audience.

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