Browsing by Author "Fernández Cavia, José"

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      Retos de la profesión publicitaria: aportaciones desde la planificación estratégica 

      Fernández Cavia, José; Sánchez Blanco, Cristina (Servicio Editorial de la Universidad del País Vasco/Euskal Herriko Unibertsitatearen Argitalpen Zerbitzua, 2012)
      In the current uncertain advertising context a change and a redefinition of the advertising business is clearly needed. One of the basic drivers for this change is that the consumer has become the centre of the communication ...