Contents:  Preface. 1. Introduction. 2. Marketing mix Factor. 3. Customer Behaviour and Market Management. 4. Marketing GAP. 5. Globalization of Advertising. 6. Politics and Civil Society. 7. Future of Advertising. 8. Advertising and Macroeconomics. 9. Advertising Media Management. Index.

"This book has been designed keeping in mind the mentality of the general readers’ language which is easy to understand. The aim of this book is to provide students with a clear, concise and comprehensive introduction to the theory and practice of advertising management and the objective of the book is to bring together a balanced selection of core concepts as well as new perspectives that collectively articulate a knowledge-based view of advertising management.

This book is designed to be a comprehensive text on advertising management for students all over the world. This book covers a wide range of advertising management issues and attempt to introduce the subject in a comprehensive way. It avoids the narrow focus and considerable complexity of many other books in this area where in-depth treatment is required, students are recommended to read relevant texts by leading contributors to have idea about advertising management thinking and practice."