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Advertising Management in a Digital Environment - Text and Cases (Hardcover)
Loot Price: R5,141
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Advertising Management in a Digital Environment - Text and Cases (Hardcover)
Expected to ship within 12 - 17 working days
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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.
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