Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved i

The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video Apply the latest advertising tech

The Media Handbook provides a practical introduction to the advertising, media planning, and buying processes. Emphasizing basic calculations and the practical

This study provides an examination of the marketing technique of brand building. It covers aspects of brand management, brand equity, new and mature brands and