TY  - BOOK
AU  - Jaishri Jethwaney.
AU  - Shruti Jain.
TI  - Advertising management
SN  - 9780198074120
U1  - 659.1 
PY  - 2012///
CY  - New Delhi
PB  - Oxford University press
KW  - Advertising management
N2  -  	 The book explores the core concepts of advertising through practical applications, taken particularly from the Indian business environment. It covers theoretical foundations of advertising, brand building through advertising, campaign execution and agency relationships, and the use of marketing research techniques for developing and evaluating marketing strategies
ER  -