Advertising management in a digital environment text and cases

"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 a...

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Bibliographic Details
Main Authors: Kelley, Larry D., Bartel Sheehan, Kim (Author)
Format: eBook
Language:English
Published: Abingdon, Oxon Routledge 2022
Subjects:
Online Access:
Collection: O'Reilly - Collection details see MPG.ReNa
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653 |a Digital media / http://id.loc.gov/authorities/subjects/sh98006600 
653 |a Relationship marketing / fast 
653 |a Marketing relationnel 
653 |a Advertising media planning / http://id.loc.gov/authorities/subjects/sh85001205 
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653 |a Advertising media planning / fast 
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653 |a Advertising / Management / fast 
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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"--