ABSTRACT
"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.
TABLE OF CONTENTS
part I|14 pages
Advertising Management Fundamentals
part II|10 pages
Advertising Financial Matters
part III|9 pages
Advertising Business Plans
part IV|13 pages
Advertising Planning
part V|12 pages
Advertising Budget Management
part VI|11 pages
Advertising Management: Dealing with People
part VII|12 pages
Advertising Management Decisions
part VIII|8 pages
Advertising Management Environment
part IX|12 pages
Managing the Future of Advertising
part X|13 pages
Managing Yourself