9780765622617

Cases in Advertising Management

  • ISBN 13:

    9780765622617

  • ISBN 10:

    0765622610

  • Edition: 1st
  • Format: Nonspecific Binding
  • Copyright: 04/15/2009
  • Publisher: Routledge

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

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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