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Students of advertising and marketing management learn many
concepts and theories in their foundational courses, but real-world
experiences are invaluable to understanding the decision-making
process. Cases in Advertising and Marketing Management offers
students the opportunity to apply what they have learned in
previous courses to realistic situations from the business world.
The authors, a professor of advertising and an advertising agency
executive, draw on their practical experiences with everyday
challenges_ranging from budgets, electronic marketing, IMC, and
account strategy to agency politics, overdue client payments, and
ethical dilemmas. Each of the forty cases focuses on a contemporary
problem or issue for students to identify and analyze, followed by
discussion questions to help them work through the case toward a
reasonable solution. The final chapters review important themes
from the cases and look at several types of advertising and
marketing positions often found in agencies or companies.
Appropriate for upper-level or capstone courses in advertising and
marketing management, this provocative, highly readable text
provides students with insight into the situations they will face
in their future careers and helps them develop valuable skills for
solving problems and making sound decisions.
Online Instructor Manual (login required) Creative Brief Form
(Figure 8.1) (pdf file) Students of advertising and marketing
management learn many concepts and theories in their foundational
courses, but real-world experiences are invaluable to understanding
the decision-making process. Cases in Advertising and Marketing
Management offers students the opportunity to apply what they have
learned in previous courses to realistic situations from the
business world. The authors, a professor of advertising and an
advertising agency executive, draw on their practical experiences
with everyday challenges ranging from budgets, electronic
marketing, IMC, and account strategy to agency politics, overdue
client payments, and ethical dilemmas. Each of the forty cases
focuses on a contemporary problem or issue for students to identify
and analyze, followed by discussion questions to help them work
through the case toward a reasonable solution. The final chapters
review important themes from the cases and look at several types of
advertising and marketing positions often found in agencies or
companies. Appropriate for upper-level or capstone courses in
advertising and marketing management, this provocative, highly
readable text provides students with insight into the situations
they will face in their future careers and helps them develop
valuable skills for solving problems and making sound decisions."
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