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Advertising management in a digital ...
~
Kelley, Larry D., (1955-)
Advertising management in a digital environment : = text and cases /
紀錄類型:
書目-語言資料,印刷品 : Monograph/item
正題名/作者:
Advertising management in a digital environment :/ Larry D. Kelley and Kim Bartel Sheehan.
其他題名:
text and cases /
作者:
Kelley, Larry D.,
其他作者:
Bartel Sheehan, Kim,
出版者:
London ;Routledge, : c2022.,
面頁冊數:
vi, 195 p. :ill. ; : 25 cm.;
附註:
Includes index.
標題:
Digital media. -
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:
555702
Digital media.
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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"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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