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Practical coverage of pre-campaign ideas analyzing buyer behavior, setting objectives, budgeting; campaign decisions creative strategy and tactics, media planning; and post-campaign evaluation. Includes extensive suggestions for further reading and an appendix listing sources of information. Annotat

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CHOICE Review

This compilation of marketing articles reprinted from journals is grouped by category into nine chapters covering the advertising process from pre- to post-campaign. Focusing specifically on advertising directed at business organizations rather than individual consumers, this work is intended to provide a useful framework for making marketing decisions. Chapters cover such fundamentals as the buying process, target marketing, media planning and advertising development, and budget methods. A strength of the book is its reference and selected readings sections; its key weakness is the lack of specific business examples to illustrate the principles. Although experienced marketing practitioners are likely to be familiar with much of the information provided, those wishing an overview of the field and undergraduate students of marketing should find the book useful.-P. G. Kishel, Cypress College