Advertising Management

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Cover of the book Advertising Management by Donald W Jugenheimer, Larry D Kelley, Fogarty Klein Monroe, Taylor and Francis
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Author: Donald W Jugenheimer, Larry D Kelley, Fogarty Klein Monroe ISBN: 9781317477648
Publisher: Taylor and Francis Publication: December 18, 2014
Imprint: Routledge Language: English
Author: Donald W Jugenheimer, Larry D Kelley, Fogarty Klein Monroe
ISBN: 9781317477648
Publisher: Taylor and Francis
Publication: December 18, 2014
Imprint: Routledge
Language: English

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.

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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.

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