John O'Shaugnessy, Nicholas O'Shaughnessy

Gebundenes Buch

Persuasion in Advertising

Beschreibung

A practical and in-depth guide to the art of advertising persuasion, this book draws on research, concepts and case examples from the US and Europe to explain advertising theories and set out strategies for adoption.

Autor

John O'Shaughnessy is Professor Emeritus of Business at Columbia University and Senior Associate of the Judge Institute of Management Studies at the University of Cambridge. He is the author of 12 books on business. Nicholas Jackson O'Shaughnessy is Professor of Marketing and Communication at the University of Keele. He has published in many European marketing journals and is the author of two books on marketing.

Produktdetails

• Verlag: Routledge
• Seitenzahl: 234
• Erscheinungstermin: 20. November 2003
• Englisch
• Abmessung: 240mm x 161mm x 17mm
• Gewicht: 520g
• ISBN-13: 9780415322232
• ISBN-10: 0415322235
• Artikelnr.: 21448808