Advertising Management

Advertising Management
ISBN-10
1317477642
ISBN-13
9781317477648
Series
Advertising Management
Category
Antiques & Collectibles
Pages
288
Language
English
Published
2014-12-18
Publisher
Routledge
Authors
Donald W Jugenheimer, Larry D Kelley, Fogarty Klein Monroe

Description

This comprehensive book is designed to serve as a primary text for the Advertising Management course that follows the more general Principles of Advertising course. It can stand alone, or, for instructors who prefer a case-based approach, it can be adopted together with "Cases in Advertising Management" (978-0-7656-2261-7) by the same authors. "Advertising Management" covers a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, ethics, and managing change. There is even a unique section on 'managing yourself' and your own career in advertising. The text includes plentiful figures, tables, and sidebars, and each chapter concludes with useful learning objectives, summaries, discussion questions, and additional resources.

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