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Advertising Management

Donald W. Jugenheimer, Larry D. Kelley, Fogarty Klein Monroe

This comprehensive book is designed to serve as a primary text for the Advertising Management course that follows the more general Principles of Advertising course.

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Book Information

Publisher: Routledge
Publish Date: 09/01/2016
Pages: 288
ISBN-13: 9781138178199
ISBN-10: 1138178195
Language: English

Full Description

This comprehensive book is designed to serve as a primary text for the Advertising Management course that follows the more general Principles of Advertising course. It can stand alone, or, for instructors who prefer a case-based approach, it can be adopted together with "Cases in Advertising Management" (978-0-7656-2261-7) by the same authors. "Advertising Management" covers a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, ethics, and managing change. There is even a unique section on 'managing yourself' and your own career in advertising. The text includes plentiful figures, tables, and sidebars, and each chapter concludes with useful learning objectives, summaries, discussion questions, and additional resources.

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