Advertising management in a digital environment : text and cases / Larry D. Kelley and Kim Bartel Sheehan.
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| Udgivet: |
Abingdon, Oxon ; New York, NY :
Routledge,
2022.
©2022 |
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| Format: | Electronisk eBog |
| Summary: | "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 edition 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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| Fysisk beskrivelse: | 1 online resource (vi, 195 pages) : illustrations |
| Other format: | Print version: Kelley, Larry D., 1955- Advertising management in a digital environment 9780367620714 |
| Kommentarer: | Includes index. 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. Description based on online resource; title from digital title page (viewed on June 23, 2021). Bib#: 3104381 |
| Bibliografi: | Includes index. |
| Sprog: | English |
| ISBN: | 9781003107828 1003107826 9781000414059 1000414051 1000414108 9781000414103 |
| Bib#: | 3104381 |
