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.
- ISBN10 1322509654
- ISBN13 9781322509655
- Publish Date 1 January 2014 (first published 15 April 2009)
- Publish Status Active
- Out of Print 14 April 2015
- Publish Country US
- Imprint Taylor and Francis
- Format eBook
- Pages 231
- Language English