Cases in Advertising Management
Cases in Advertising Management
Contributors: Larry D. Kelley (author), Donald W. Jugenheimer (author)
Format: Paperback, 226 x 188 x 13mm , 192 pp, cases & exhibits
Publication date: 15 Apr 2009
Publisher: M.E. Sharpe
ISBN-10: 0765622610
EAN: 9780765622617
"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.
Available Editions of Cases in Advertising Management