Cases in Advertising Management
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Book Overview
"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.
Format:Paperback
Language:English
ISBN:0765622610
ISBN13:9780765622617
Release Date:April 2009
Publisher:Routledge
Length:144 Pages
Weight:0.63 lbs.
Dimensions:0.5" x 7.4" x 8.9"
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