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Advertising media planning / Jack Zanville Sissors, Roger B. Baron. New York : McGraw-Hill, 20101 online resource (xiv, 480 p.) : ill., map ; 29 cm.Provides insight into the construction of media plans that most effectively achieve marketing objectives. This seventh edition retains all the critical information you need to know about traditional media - including TV, radio, and print - while exploring the media forms, illustrated with major advertiser case histories.
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Financial modeling. Simon Benninga. 2 / Cambridge, Massachusetts : The MIT Press, 20141111 p. ; 29 cm.This book is the standard text for explaining the implementation of financial models in Excel. As in previous editions, this fourth edition maintains the "cookbook" features and Excel dependence; it explains basic and advanced models in the areas of corporate finance, portfolio management, options, and bonds with detailed Excel spreadsheets. It also includes: a new section explaining the principles of Monte Carlo methods and their application to portfolio management and exotic option valuation; a new chapter discussing term structure modeling, with special emphasis on the Nelson-Siegel model; and a discussion of corporate valuation using pro forma models with the introduction of a new, simple model for corporate valuation based on accounting data and a minimal number of valuation parameters
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