Cases in Advertising Management
- ISBN-10
- 0765622610
- ISBN-13
- 9780765622617
- Series
- Cases in Advertising Management
- Category
- Business & Economics
- Pages
- 120
- Language
- English
- Published
- 2009
- Publisher
- M E Sharpe Incorporated
- Authors
- Donald W. Jugenheimer, Larry D. Kelley
Description
"Cases in Advertising Management" offers a wide range of short, medium-length, and longer cases, all designed to illuminate the topics covered in an Advertising Management course. The book can stand alone, or, for instructors who wish to incorporate a combined casebook and textbook approach, it can be adopted alongside any standard text, including Advertising Management by the same authors.The book features actual real-life cases that reflect current trends in the advertising and promotion industry, with a strong emphasis on digital media and integrated marketing communications. A detailed introduction ('How to Analyze a Case Study') is followed by 30 cases, covering a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, and managing change.
Get the book
Other editions
-
- 1992-01-01
- 132 pages
- Paperback
- Ntc Publishing Group
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