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Advertising management in a digital ...

Kelley, Larry D., (1955-)

Advertising management in a digital environment : = text and cases /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Advertising management in a digital environment :/ Larry D. Kelley and Kim Bartel Sheehan.
Reminder of title:	text and cases /
Author:	Kelley, Larry D.,
other author:	Bartel Sheehan, Kim,
Published:	London ;Routledge, : c2022.,
Description:	vi, 195 p. :ill. ; : 25 cm.;
Notes:	Includes index.
Subject:	Advertising - Management. -
ISBN:	9780367620714

Advertising management in a digital environment : = text and cases /
Kelley, Larry D.,1955-

Advertising management in a digital environment :text and cases /Larry D. Kelley and Kim Bartel Sheehan. - London ;Routledge,c2022. - vi, 195 p. :ill. ;25 cm.

Includes index.

"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"--

ISBN: 9780367620714

LCCN: 2021004619Subjects--Topical Terms:

813838
Advertising
--Management.

LC Class. No.: HF5823 / .K34425 2021

Dewey Class. No.: 659.14/4

Advertising management in a digital environment : = text and cases /
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100 1 $a Kelley, Larry D., $d 1955- $3 643731
245 1 0 $a Advertising management in a digital environment : $b text and cases / $c Larry D. Kelley and Kim Bartel Sheehan.
260 # $a London ; $a New York : $b Routledge, $c c2022.
300 $a vi, 195 p. : $b ill. ; $c 25 cm.
500 $a Includes index.
520 # $a "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"-- $c Provided by publisher.
650 # 0 $a Advertising $x Management. $3 813838
650 # 0 $a Advertising media planning. $3 643732
650 # 0 $a Relationship marketing. $3 561927
650 # 0 $a Digital media. $3 555702
700 1 # $a Bartel Sheehan, Kim, $d 1958- $3 1346018