Chapter 2

Culture, administration and leadership in a global market


This chapter is intended to help you:

  • Learn about setting organizational culture.

  • Learn about cultural and personal values.

  • Understand the difference between administration, management and leadership.

  • Understand the fundamentals of leadership communication.

Establishing the organization’s culture is one of the most important roles for any manager. It is even more true for an advertising manager since culture can become a defining characteristic for the company.

The culture of an organization involves such factors as beliefs, practices and behaviors of the company. Culture is also the personality of the organization. It includes the values and norms.

Culture ...

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