Advertising Management
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Book Overview
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.
Format:Paperback
Language:English
ISBN:0765622602
ISBN13:9780765622600
Release Date:April 2009
Publisher:Routledge
Length:288 Pages
Weight:0.92 lbs.
Dimensions:0.3" x 7.5" x 9.1"
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