by Luc Marcenac, Alain Milon, Serge-Henri Saint-Michel · Bréal · tapa blanda · ISBN 9782842919177
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«Stratégies publicitaires» is a manual on advertising and marketing by Luc Marcenac, Alain Milon and Serge-Henri Saint-Michel, published by Bréal in paperback.
The book covers the advertiser's marketing approach, mix variables, geomarketing, creative strategies of agencies, positioning, media planning and off-media techniques, with practical cases to guide advertising campaigns and optimise advertising investment.
5th edition published in 2002 in the Synergies collection by Bréal. The book is in French and has 477 pages.
Aimed at communication and advertising students and at agency and company professionals who want to update their knowledge.
