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Las agencias de publicidad: evolución y posicionamiento futuro
by Rafael López Lita · Publicacions de la Universitat Jaume I · tapa blanda · 271 pages
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Pages: 271 pagesAuthor: Rafael López LitaPublisher: Publicacions de la Universitat Jaume IFormat: tapa blandaLanguage: es-ESRelease date: 1/1/2001ISBN: ISBN 9788480213622
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Synopsis of Las agencias de publicidad: evolución y posicionamiento futuro
Este libro analiza la evolución y el posicionamiento futuro de las agencias de publicidad. Se debate la necesidad de un cambio en la estructura y servicios de la agencia, la importancia de la planificación estratégica y las nuevas tecnologías, la forma de retribución, la relación con consultorías, centrales de medios e institutos de investigación, y la visión de los anunciantes respecto a las agencias. Ideal para estudiantes y profesionales del sector.
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