| Title : | Advertising | | Material Type: | printed text | | Authors: | Tony Yeshin | | Publisher: | London : Thomson Learning | | Publication Date: | 2006 | | Pagination: | xxvii, 465p. | | Layout: | ill. | | Size: | 27cm | | ISBN (or other code): | 978-1-84480-160-2 | | General note: | Includes bibliographical references and index. | | Class number: | 659.1 | | Abstract: | Includes bibliographical references and index. | | Contents note: | Advertising is a comprehensive and highly accessible textbook, providing both an understanding of the application of the principles of advertising from a practitioner perspective, as well as a sound academic underpinning, and illustrated with examples of contemporary practice. This text is suitable for undergraduate students of Marketing, in particular Advertising and Marketing Communications and postgraduate students on marketing-led Masters. Tony Yeshin has a background that successfully combines professional practice and academe. Following several years in the advertising profession with both large international agencies as well as smaller operations, his client experience is wide-ranging. During his career he handled an extensive variety of Client companies from Procter & Gamble and Texaco to Jaffa, Royal Caribbean Cruise Lines and General Foods. His experience ranges across F.M.C.G. to Leisure and Tourism, as well as non-profit organisations. For the past 11 years he has been a Senior Lecturer in Marketing at the University of Greenwich, where he has been responsible for the development of programmes both at undergraduate and post-graduate levels within the field of Marketing Communications. |
Advertising [printed text] / Tony Yeshin . - London : Thomson Learning, 2006 . - xxvii, 465p. : ill. ; 27cm. ISBN : 978-1-84480-160-2 Includes bibliographical references and index. | Class number: | 659.1 | | Abstract: | Includes bibliographical references and index. | | Contents note: | Advertising is a comprehensive and highly accessible textbook, providing both an understanding of the application of the principles of advertising from a practitioner perspective, as well as a sound academic underpinning, and illustrated with examples of contemporary practice. This text is suitable for undergraduate students of Marketing, in particular Advertising and Marketing Communications and postgraduate students on marketing-led Masters. Tony Yeshin has a background that successfully combines professional practice and academe. Following several years in the advertising profession with both large international agencies as well as smaller operations, his client experience is wide-ranging. During his career he handled an extensive variety of Client companies from Procter & Gamble and Texaco to Jaffa, Royal Caribbean Cruise Lines and General Foods. His experience ranges across F.M.C.G. to Leisure and Tourism, as well as non-profit organisations. For the past 11 years he has been a Senior Lecturer in Marketing at the University of Greenwich, where he has been responsible for the development of programmes both at undergraduate and post-graduate levels within the field of Marketing Communications. |
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