Welcome to the world of media - the $300 billion business end of the ad business. Learn how it works from some of media's top professors and professionals. This

"This book provides vital insights into the elements of strategy and their application to media firms. Solidly grounded in theory but not pedantic, it is essent

Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved i

This book explores media planning, media buying and the advertising landscape in India. It provides a comprehensive look into the essential aspects of media str