简介
In Kellogg on Advertising and Media, members of the world'sleading marketing faculty explain the revolutionized world ofadvertising. The star faculty of the Kellogg School of Managementreveal the biggest challenges facing marketers today- including theloss of mass audiences, the decline of broadcast televisionadvertising, and the role of online advertising- and show you howto advertise successfully in this new reality. Based on the latestresearch and case studies, this book shows you how to find andengage audiences in a chaotic media climate.
目录
Foreword
Introduction
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
About the Contributors
Index
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