Advertising Management in a Digital Environment: Text and Cases - Softcover

Kelley, Larry D.; Bartel Sheehan, Kim

 
9780367620745: Advertising Management in a Digital Environment: Text and Cases
Softcover
ISBN 10: 036762074X ISBN 13: 9780367620745
Verlag: Routledge, 2021

Inhaltsangabe

Advertising Management in a Digital Environment: Text and Cases blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management. Divided into three core sections, the book provides a truly holistic approach to Advertising Management. The first part considers the fundamentals of advertising management, including leadership, ethics and corporate social responsibility, and finance and budgeting. The second part considers human capital management and managing across cultures, whilst the third part discusses strategic planning, decision making and brand strategy. To demonstrate how theory translates to practice in advertising, each chapter is illustrated with real-life case studies from a broad range of sectors, and practical exercises allow case analysis and further learning. This new textbook offers an integrated and global approach to Advertising Management and should be core or recommended reading for undergraduate and postgraduate students of Media Management, Advertising, Marketing Management and Strategy, Communications and Public Relations. The applied approach provided by case study analysis makes it equally suitable for those in executive education and studying for professional qualifications.

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Über die Autorin bzw. den Autor

Larry D. Kelley is Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA.

Kim Bartel Sheehan is Professor and Director of the Master's in Advertising and Brand Responsibility at the University of Oregon, USA.

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Verlag
Routledge
Erscheinungsdatum
2021
Sprache
Englisch
ISBN 10 
036762074X
ISBN 13 
9780367620745
Einband
Taschenbuch
Auflage
1
Anzahl der Seiten
202
Kontakt zum Hersteller
BOOKS etc..
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BOOKS etc.
Aldershot
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Verantwortliche Person
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Hamburg
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Deutschland

Weitere beliebte Ausgaben desselben Titels

9780367620714: Advertising Management in a Digital Environment: Text and Cases

Vorgestellte Ausgabe

ISBN 10:  0367620715 ISBN 13:  9780367620714
Verlag: Routledge, 2021
Hardcover