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Introduction: Applied learning: the case study approach
1 The new world of advertising management: digital and global
Case 1.1 Boswell Agency
2 Culture, administration and leadership in a global market
Case 2.1 Prime Media
3 Advertising ethics and social responsibility across cultures
Case 3.1 KMF Agency
4 Understanding the role of finance and budgeting
Case 4.1 The Southern Rice Company
Case 4.2 Vineyard Agency
5 Managing means measuring: what and how to measure
Case 5.1 Randall White Dog Food
Case 5.2 Tinsdale Agency and Design
6 An overview of advertising personnel management
Case 6.1 IPortal Media Company
7 Adjusting to being a new manager in advertising
Case 7.1 Metropolitan Media Company
Case 7.2 Gotham Media
8 Managing creative ...
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