Browsing (2012) Volumen 17. Número 32 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 ...