Advertising and Marketing

Author: Tang Zhongpu, Editor-in-Chief
Publisher:
Publish Date: 1994-09-01
Features: The book "Advertising and Marketing" is entirely different from the usual "Marketing Principles" or "Advertising Studies" on the market. It presents a fresh perspective and a new level of insight, offering an incisive discussion on the relationship between advertising and marketing. It provides in-depth yet accessible analysis and interpretation of the connections and unity between various aspects of corporate marketing activities, advertising communication, strategy formulation, and application. This book offers business owners and advertisers a fundamental framework for understanding the market, as well as actionable insights and pathways. At the same time, it explores the future direction of the advertising industry toward integrated communication in a forward-looking manner. "Advertising and Marketing" is indeed a creative book that effectively combines theory with practice. Although the book could benefit from more comprehensive case studies to illustrate its points, its strengths outweigh its minor shortcomings. It is a valuable read for professionals in the business and advertising sectors who are involved in marketing planning and advertising strategy.