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Cases in Advertising and Marketing Management: Real Situations for Tomorrow's Managers - Softcover

Edd Applegate; Art Johnsen

 
9780742538368: Cases in Advertising and Marketing Management: Real Situations for Tomorrow's Managers
Softcover
ISBN 10: 0742538362 ISBN 13: 9780742538368
Verlag: Rowman & Littlefield Publishers, 2006

Inhaltsangabe

Online Instructor Manual (login required)
Creative Brief Form (Figure 8.1) (pdf file)
Students of advertising and marketing management learn many concepts and theories in their foundational courses, but real-world experiences are invaluable to understanding the decision-making process. Cases in Advertising and Marketing Management offers students the opportunity to apply what they have learned in previous courses to realistic situations from the business world.

The authors, a professor of advertising and an advertising agency executive, draw on their practical experiences with everyday challenges? ranging from budgets, electronic marketing, IMC, and account strategy to agency politics, overdue client payments, and ethical dilemmas. Each of the forty cases focuses on a contemporary problem or issue for students to identify and analyze, followed by discussion questions to help them work through the case toward a reasonable solution. The final chapters review important themes from the cases and look at several types of advertising and marketing positions often found in agencies or companies.

Appropriate for upper-level or capstone courses in advertising and marketing management, this provocative, highly readable text provides students with insight into the situations they will face in their future careers and helps them develop valuable skills for solving problems and making sound decisions.

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Über die Autorin bzw. den Autor

Edd Applegate is professor of advertising at Middle Tennessee State University. He has written several books, including Strategic Copywriting: How to Create Effective Advertising. Art Johnsen is managing partner at Locomotion Creative in Nashville, Tennessee, which he co-founded in 1998. He received his M.B.A. from the University of Virginia.

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Verlag
Rowman & Littlefield Publishers
Erscheinungsdatum
2006
Sprache
Englisch
ISBN 10 
0742538362
ISBN 13 
9780742538368
Einband
Taschenbuch
Anzahl der Seiten
232
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