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The handbook of European advertising : media planning, marketing analysis, and country-by-country profiles

The handbook of European advertising : media planning, marketing analysis, and country-by-country profiles

Material type
단행본
Personal Author
Bennett, Roger, 1948 Apr. 9-.
Title Statement
The handbook of European advertising : media planning, marketing analysis, and country-by-country profiles / Roger Bennett.
Publication, Distribution, etc
London :   Kogan Page,   1993.  
Physical Medium
411 p. ; 24 cm.
ISBN
0749414960 0749407476 (hbk.)
Bibliography, Etc. Note
Includes bibliographical references and index.
Subject Added Entry-Topical Term
Advertising -- European Union countries -- Handbooks, manuals, etc. Advertising media planning -- European Union countries -- Handbooks, manuals, etc. Advertising -- Government policy -- European Union countries -- Handbooks, manuals, etc.
000 01165camuu2200301 a 4500
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.

Holdings Information

No. Location Call Number Accession No. Availability Due Date Make a Reservation Service
No. 1 Location Main Library/Western Books/ Call Number 659.1094 B472h Accession No. 111071648 Availability Available Due Date Make a Reservation Service B M
No. 2 Location Main Library/Western Books/ Call Number 659.1094 B472h Accession No. 111644489 Availability Available Due Date Make a Reservation Service B M

Contents information

Table of Contents


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


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