The Management of Business-to-Business Advertising: A Working Guide for Small to Mid-size Companies

by Stewart Ross

Overview

Stewart Ross's book, which represents the distillation of thirty years of professional experience in industrial advertising and promotion, is the only comprehensive and up-to-date working guide available for advertising, sales, and marketing managers of companies that manufacture products sold to other companies rather than to final consumers. Stressing practice rather than theory, and providing in-depth coverage of every aspect of the marketing-communications program, this manual will enable the working manager to obtain optimum results from outside services and suppliers or to establish an in-house advertising and promotion facility if is advantageous to do so.

Product Details

ISBN-13:	9780899301631
Publisher:	Bloomsbury Academic
Publication date:	07/21/1986
Pages:	178
Product dimensions:	6.14(w) x 9.21(h) x 0.44(d)