Advertising Management in a Digital Environment: Text and Cases

By:

Kelley Larry D

Publication details: Routledge 2021 LondonEdition: 1stDescription: 195ISBN:

978-0367620745

Subject(s):

DDC classification:

659 KEL

Summary: 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 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. Source: https://www.amazon.in/Advertising-Management-Digital-Environment-Cases/dp/036762074X/ref=sr_1_1?crid=16GPUFUS4K2WD&keywords=Advertising+Management+in+a+Digital+Environment+by+Kelley+Larry+D&nsdOptOutParam=true&qid=1699254988&sprefix=advertising+management+in+a+digital+environment+by+kelley+larry+d%2Caps%2C193&sr=8-1

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Book	Main Library Advertising	Reference book	659 KEL (Browse shelf(Opens below))	Available		119011

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Previous		No cover image available						Next
Previous	659 HAR How to write better copy	659 HOP Scientific Advertising	659 Kap Twenty Seven Brand Practices	659 KEL Advertising Management in a Digital Environment: Text and Cases	659 KLE No Logo	659 KLO Manager's Guide to Social Media	659 KOS Introduction to Programmatic Advertising	Next

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 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.

Source: https://www.amazon.in/Advertising-Management-Digital-Environment-Cases/dp/036762074X/ref=sr_1_1?crid=16GPUFUS4K2WD&keywords=Advertising+Management+in+a+Digital+Environment+by+Kelley+Larry+D&nsdOptOutParam=true&qid=1699254988&sprefix=advertising+management+in+a+digital+environment+by+kelley+larry+d%2Caps%2C193&sr=8-1

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