Cases in advertising management:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Armonk, NY [u.a]
Sharpe
2009
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVIII, 120 S. graph. Darst. |
| ISBN: | 9780765622617 |
Internformat
MARC
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| 100 | 1 | |a Kelley, Larry D. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Cases in advertising management |c Larry D. Kelley and Donald W. Jugenheimer |
| 264 | 1 | |a Armonk, NY [u.a] |b Sharpe |c 2009 | |
| 300 | |a XVIII, 120 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Advertising |x Management |v Case studies | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 655 | 7 | |0 (DE-588)4522595-3 |a Fallstudiensammlung |2 gnd-content | |
| 689 | 0 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Jugenheimer, Donald W. |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m Digitalisierung UB Bayreuth |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017138106&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-017138106 | ||
Datensatz im Suchindex
| _version_ | 1804138646965583872 |
|---|---|
| adam_text | Contents
Preface ¡x
Introduction: How to Analyze a Case Study
xi
Part I. Advertising Management Fundamentals
1
Case
1
Boswell Agency
Issue: Structuring of an Advertising Agency
5
Case
2
The Leaky Oil Company
Issue: New Business Trade-off
11
Case
3
Prime Media
Issue: Global Expansion
13
Part II. Advertising Financial Matters
15
Case
4
Tinsdale Agency
Issue: Agency Profitability
17
Case
5
Barrons
Agency
Issue: Agency Billing Procedures
19
Case
6
Vineyard Agency
Issue: New Business Profitability
21
Part III. Advertising Business Plans
25
Case
7
St. Joseph Dispatch
Issue: Advertising versus Editorial
27
Case
8
American Textbook Company
Issue: Outsourcing versus In-house
31
V¡
CONTENTS
Part
IV. Advertising Planning
35
Case
9
Phoenix Power Company
Issue: Advertising Message Strategy
37
Case
10
Go Organic Company
Issue: Market Segmentation
39
Case
11
Randall White Dog Food
Issue: Advertising Planning
43
Part V. Advertising Budget Management
49
Case
12
Bosco Hot
Sauce Company
Issue: Budget Allocation Analysis
53
Case
13
Alpha Airlines
Issue: Budget Allocation Analysis
55
Case
14
Southern Rice
Issue: Advertising Spending
57
Part VI. Advertising Management: Dealing with People
61
Case
15
Iportal Media Company
Issue: Employee/Supervisor Review
63
Case
16
Metropolitan Media Company
Issue: Managing Upward
65
Case
17
The Davis Group
Issue: Hiring
67
Case
18
JPT Agency
Issue: Personnel Conflict
71
Part
VII.
Advertising Management Decisions
73
Case
19
Barrands
Agency
Issue: Advertising Spokesperson
75
Case
20
Zeller
Group
Issue: Client Trade-off
77
CONTENTS VÜ
Case
21
Boston Life Insurance
Issue: Advertising Strategy
79
Part
VIII.
Advertising Management Environment
85
Case
22
Zoomra Motorcycles
Issue: Media Vendor Conflict
87
Case
23
Glib Media
Issue: Sales Incentives Ethics
89
Case
24
Texsize Oil
Issue: SEC Code Violation
91
Part IX. Managing the Future of Advertising
93
Case
25
Arends Agency
Issue: Agency Structure
95
Case
26
Lawrenceville Daily News
Issue: Forecasting
99
Case
27
Thomson Media
Issue: FCC Media Ownership Impact
103
Part X. Managing Yourself
105
Case
28
State University
Issue: Advertising Instruction Ethics
107
Case
29
KMF Agency
Issue: Ethical Issue of When to Change Jobs
111
Case
30
Gotham Media
Issue: New Job Responsibilities
115
About the Authors
119
|
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| dewey-full | 659.1 |
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| dewey-ones | 659 - Advertising and public relations |
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV035333700 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:31:30Z |
| institution | BVB |
| isbn | 9780765622617 |
| language | English |
| lccn | 2008039868 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017138106 |
| oclc_num | 252920896 |
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| physical | XVIII, 120 S. graph. Darst. |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | Sharpe |
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| spelling | Kelley, Larry D. Verfasser aut Cases in advertising management Larry D. Kelley and Donald W. Jugenheimer Armonk, NY [u.a] Sharpe 2009 XVIII, 120 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Advertising Management Case studies Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Marketing (DE-588)4037589-4 s DE-604 Jugenheimer, Donald W. Verfasser aut Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017138106&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Kelley, Larry D. Jugenheimer, Donald W. Cases in advertising management Advertising Management Case studies Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4522595-3 |
| title | Cases in advertising management |
| title_auth | Cases in advertising management |
| title_exact_search | Cases in advertising management |
| title_full | Cases in advertising management Larry D. Kelley and Donald W. Jugenheimer |
| title_fullStr | Cases in advertising management Larry D. Kelley and Donald W. Jugenheimer |
| title_full_unstemmed | Cases in advertising management Larry D. Kelley and Donald W. Jugenheimer |
| title_short | Cases in advertising management |
| title_sort | cases in advertising management |
| topic | Advertising Management Case studies Marketing (DE-588)4037589-4 gnd |
| topic_facet | Advertising Management Case studies Marketing Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017138106&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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