Book description
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.
Table of contents
- Cover
- Half Title
- Title Page
- Copyright Page
- Table of Contents
- Introduction: Applied learning: the case study approach
- 1 The new world of advertising management: digital and global
- 2 Culture, administration and leadership in a global market
- 3 Advertising ethics and social responsibility across cultures
- 4 Understanding the role of finance and budgeting
- 5 Managing means measuring: what and how to measure
- 6 An overview of advertising personnel management
- 7 Adjusting to being a new manager in advertising
- 8 Managing creative people
- 9 Managing across cultures
- 10 Handling tricky situations
- 11 Management and creative strategy
- 12 Making strategic decisions in advertising management within a brand perspective
- 13 Aligning strategy to cultural differences in advertising management
- 14 Managing the brand’s digital assets
- 15 Advertising management when things go wrong
- Index
Product information
- Title: Advertising Management in a Digital Environment
- Author(s):
- Release date: July 2021
- Publisher(s): Routledge
- ISBN: 9781000414103
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