Advertising management

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<title>Advertising management</title>
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<namePart>Batra, Rajeev</namePart>
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<name type="personal" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080109684">
<namePart>Myers, John G.</namePart>
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<namePart>Aaker, David A.</namePart>
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<dateIssued encoding="marc">1996</dateIssued>
<issuance>monographic</issuance>
<place>
<placeTerm type="text">London</placeTerm>
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<publisher>Prentice Hall International</publisher>
<dateIssued>cop. 1996</dateIssued>
<edition>5th ed.</edition>
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<abstract displayLabel="Summary">Objective setting and market positioning -- Message strategy -- Message tactics -- Media strategy: setting media budgets -- The broader environment</abstract>
<note type="statement of responsibility">Rajeev Batra, John G. Myers, David A. Aaker</note>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080546991">
<topic>Empresas</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080556020">
<topic>Publicidad</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080621728">
<topic>Marketing de comunicaciones</topic>
</subject>
<classification authority="">922.112.2</classification>
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<url displayLabel="MÁS INFORMACIÓN" usage="primary display">mailto:centrodocumentacion@fundacionmapfre.org?subject=Consulta%20de%20una%20publicaci%C3%B3n%20&body=Necesito%20m%C3%A1s%20informaci%C3%B3n%20sobre%20este%20documento%3A%20%0A%0A%5Banote%20aqu%C3%AD%20el%20titulo%20completo%20del%20documento%20del%20que%20desea%20informaci%C3%B3n%20y%20nos%20pondremos%20en%20contacto%20con%20usted%5D%20%0A%0AGracias%20%0A</url>
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<identifier type="isbn">0-13-520917-X</identifier>
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