The handbook of European advertising : media planning, marketing analysis, and country-by-country profiles
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| 001 | 000000447042 | |
| 005 | 20111021142548 | |
| 008 | 961104s1993 enk bf 001 0 eng | |
| 010 | ▼a 94169672 | |
| 015 | ▼a GB93-46876 | |
| 020 | ▼a 0749414960 | |
| 020 | ▼a 0749407476 (hbk.) | |
| 035 | ▼a (KERIS)REF000013961873 | |
| 040 | ▼a Uk ▼c Uk ▼d DLC ▼d 211009 | |
| 043 | ▼a e------ | |
| 050 | 0 0 | ▼a HF5813.E86 ▼b B46 1993 |
| 082 | 0 0 | ▼a 659.1/094 ▼2 22 |
| 084 | ▼a 659.1094 ▼2 DDCK | |
| 090 | ▼a 659.1094 ▼b B472h | |
| 100 | 1 | ▼a Bennett, Roger, ▼d 1948 Apr. 9-. |
| 245 | 1 4 | ▼a The handbook of European advertising : ▼b media planning, marketing analysis, and country-by-country profiles / ▼c Roger Bennett. |
| 260 | ▼a London : ▼b Kogan Page, ▼c 1993. | |
| 300 | ▼a 411 p. ; ▼c 24 cm. | |
| 504 | ▼a Includes bibliographical references and index. | |
| 650 | 0 | ▼a Advertising ▼z European Union countries ▼x Handbooks, manuals, etc. |
| 650 | 0 | ▼a Advertising media planning ▼z European Union countries ▼x Handbooks, manuals, etc. |
| 650 | 0 | ▼a Advertising ▼x Government policy ▼z European Union countries ▼x Handbooks, manuals, etc. |
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
|---|---|---|---|---|---|---|---|
| No. 1 | 소장처 중앙도서관/서고7층/ | 청구기호 659.1094 B472h | 등록번호 111071648 | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
| No. 2 | 소장처 중앙도서관/서고7층/ | 청구기호 659.1094 B472h | 등록번호 111644489 | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
컨텐츠정보
목차
CONTENTS Preface = ⅶ 1 Advertising in Europe = 9 2 The European Media Landscape = 22 3 Media Planning for European Community Markets = 59 4 The Regulatory Framework = 81 5 Food and Drink = 100 6 Pharmaceuticals and Tobacco = 110 7 Conducting Research = 122 8 Cultural Differences = 141 9 Segmenting European Markets = 151 10 Branding for European Markets = 158 11 Choosing and Using an Advertising Agency for European Community Work = 165 12 Business-to-Business Advertising = 183 13 Advertising Strategy = 200 COUNTRY PROFILES 14 Belgium = 213 15 Denmark = 230 16 France = 244 17 Germany = 260 18 Greece = 279 19 Ireland = 289 20 Italy = 301 21 Luxembourg = 314 22 The Netherlands = 320 23 Portugal = 333 24 Spain = 344 25 The United Kingdom = 357 26 Beyond the European Community: The European Economic Area = 379 Index = 406