| Advalue Contributor(s): Butterfield, Leslie (Editor) |
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ISBN: 1138441104 ISBN-13: 9781138441101 Publisher: Routledge OUR PRICE: $228.00 Product Type: Hardcover - Other Formats Published: June 2017 |
| Additional Information |
| BISAC Categories: - Business & Economics | Advertising & Promotion - Business & Economics | Entrepreneurship |
| Dewey: 659.1 |
| Physical Information: 256 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: Advalue is organised into four sections, according to where the advertising effect is to be seen: Company value effects Business performance effects Customer effects Brand effectsIn 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. |