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Cases in Advertising Management

ISBN: 9780765622617 | 0765622610
Edition: 1st
Format: Nonspecific Binding
Publisher: Routledge
Pub. Date: 4/15/2009

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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. Online Case Teaching Notes are available to instructors who adopt the text.

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