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Cases in Advertising Management
Larry D KelleyDonald W Jugenheimer
出版Routledge, 2014-12-18
主題Business & Economics / GeneralBusiness & Economics / Economics / MacroeconomicsBusiness & Economics / Advertising & Promotion
ISBN131747533X9781317475330
URLhttp://books.google.com.hk/books?id=D1bfBQAAQBAJ&hl=&source=gbs_api
EBookSAMPLE
註釋"Cases in Advertising Management" offers a wide range of short, medium-length, and longer cases, all designed to illuminate the topics covered in an Advertising Management course. The book can stand alone, or, for instructors who wish to incorporate a combined casebook and textbook approach, it can be adopted alongside any standard text, including Advertising Management by the same authors.The book features actual real-life cases that reflect current trends in the advertising and promotion industry, with a strong emphasis on digital media and integrated marketing communications. A detailed introduction ('How to Analyze a Case Study') is followed by 30 cases, covering a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, and managing change.