Advertising management in a digital environment: text and cases
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...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; New York
Routledge, Taylor & Francis Group
2022
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | 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 marc: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 |
| Beschreibung: | vi, 195 Seiten Illustrationen, Diagramme Breite 174 mm, Hoehe 246 mm |
| ISBN: | 9780367620714 9780367620745 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV047398191 | ||
| 003 | DE-604 | ||
| 005 | 20211105 | ||
| 007 | t | ||
| 008 | 210802s2022 a||| |||| 00||| eng d | ||
| 020 | |a 9780367620714 |c Hardback |9 978-0-367-62071-4 | ||
| 020 | |a 9780367620745 |c Kartoniert, Paperback : EUR 56,54 |9 978-0-367-62074-5 | ||
| 035 | |a (OCoLC)1253630385 | ||
| 035 | |a (DE-599)BVBBV047398191 | ||
| 040 | |a DE-604 |b ger |e rda | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-706 |a DE-1050 |a DE-739 |a DE-355 | ||
| 084 | |a QP 650 |0 (DE-625)141922: |2 rvk | ||
| 100 | 1 | |a Kelley, Larry D. |d 1955- |e Verfasser |0 (DE-588)173680631 |4 aut | |
| 245 | 1 | 0 | |a Advertising management in a digital environment |b text and cases |c Larry D. Kelley and Kim Bartel Sheehan |
| 264 | 1 | |a London ; New York |b Routledge, Taylor & Francis Group |c 2022 | |
| 300 | |a vi, 195 Seiten |b Illustrationen, Diagramme |c Breite 174 mm, Hoehe 246 mm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 520 | |a 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 marc: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 | ||
| 650 | 0 | 7 | |a Werbung |0 (DE-588)4065541-6 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Neue Medien |0 (DE-588)4196910-8 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Werbung |0 (DE-588)4065541-6 |D s |
| 689 | 0 | 1 | |a Neue Medien |0 (DE-588)4196910-8 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Sheehan, Kim Bartel |d 1958- |e Sonstige |0 (DE-588)1018464581 |4 oth | |
| 856 | 4 | 2 | |m Digitalisierung UB Regensburg - ADAM Catalogue Enrichment |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032799351&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-032799351 | ||
Datensatz im Suchindex
| _version_ | 1804182656453181440 |
|---|---|
| adam_text | Contents Introduction: Applied learning: the case study approach 1 The new world of advertising management: digital and global 1 9 Case 1.1 Boswell Agency 19 2 Culture, administration and leadership in a global market 25 Case 2.1 Prime Media 35 3 Advertising ethics and social responsibility across cultures 37 Case 3.1 KMF Agency 46 4 Understanding the role of finance and budgeting 48 Case 4.1 The Southern Rice Company 60 Case 4.2 Vineyard Agency 64 5 Managing means measuring: what and how to measure 68 Case 5.1 Randall White Dog Food 78 Case 5.2 Tinsdale Agency and Design 83 6 An overview of advertising personnel management 85 Case 6.1 IPortal Media Company 94 7 Adjusting to being a new manager in advertising 96 Case 7Λ Metropolitan Media Company 103 Case 7.2 Gotham Media 104 8 Managing creative people 107 Case 8.1JPT Agency 113 9 Managing across cultures Case 9.1 The Davis Group 122 115
vi Contents 10 Handling tricky situations 126 Case 10.1 The Leaky Oil Company 134 11 Management and creative strategy 136 Case 11.1 Go Organic Company 142 12 Making strategic decisions in advertising management within a brand perspective 146 Case 12.1 Boston Life Insurance Company 154 13 Aligning strategy to cultural differences in advertising management 160 Case 13.1 Barrands Agency 168 14 Managing the brand’s.digital assets 171 Case 14.1 AdLeaders 177 15 Advertising management when things go wrong 179 Case 15.1 Phoenix Power Company 186 Index 189
|
| adam_txt |
Contents Introduction: Applied learning: the case study approach 1 The new world of advertising management: digital and global 1 9 Case 1.1 Boswell Agency 19 2 Culture, administration and leadership in a global market 25 Case 2.1 Prime Media 35 3 Advertising ethics and social responsibility across cultures 37 Case 3.1 KMF Agency 46 4 Understanding the role of finance and budgeting 48 Case 4.1 The Southern Rice Company 60 Case 4.2 Vineyard Agency 64 5 Managing means measuring: what and how to measure 68 Case 5.1 Randall White Dog Food 78 Case 5.2 Tinsdale Agency and Design 83 6 An overview of advertising personnel management 85 Case 6.1 IPortal Media Company 94 7 Adjusting to being a new manager in advertising 96 Case 7Λ Metropolitan Media Company 103 Case 7.2 Gotham Media 104 8 Managing creative people 107 Case 8.1JPT Agency 113 9 Managing across cultures Case 9.1 The Davis Group 122 115
vi Contents 10 Handling tricky situations 126 Case 10.1 The Leaky Oil Company 134 11 Management and creative strategy 136 Case 11.1 Go Organic Company 142 12 Making strategic decisions in advertising management within a brand perspective 146 Case 12.1 Boston Life Insurance Company 154 13 Aligning strategy to cultural differences in advertising management 160 Case 13.1 Barrands Agency 168 14 Managing the brand’s.digital assets 171 Case 14.1 AdLeaders 177 15 Advertising management when things go wrong 179 Case 15.1 Phoenix Power Company 186 Index 189 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Kelley, Larry D. 1955- |
| author_GND | (DE-588)173680631 (DE-588)1018464581 |
| author_facet | Kelley, Larry D. 1955- |
| author_role | aut |
| author_sort | Kelley, Larry D. 1955- |
| author_variant | l d k ld ldk |
| building | Verbundindex |
| bvnumber | BV047398191 |
| classification_rvk | QP 650 |
| ctrlnum | (OCoLC)1253630385 (DE-599)BVBBV047398191 |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02960nam a2200373 c 4500</leader><controlfield tag="001">BV047398191</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20211105 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">210802s2022 a||| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780367620714</subfield><subfield code="c">Hardback</subfield><subfield code="9">978-0-367-62071-4</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780367620745</subfield><subfield code="c">Kartoniert, Paperback : EUR 56,54</subfield><subfield code="9">978-0-367-62074-5</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)1253630385</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV047398191</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rda</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-706</subfield><subfield code="a">DE-1050</subfield><subfield code="a">DE-739</subfield><subfield code="a">DE-355</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 650</subfield><subfield code="0">(DE-625)141922:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Kelley, Larry D.</subfield><subfield code="d">1955-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)173680631</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Advertising management in a digital environment</subfield><subfield code="b">text and cases</subfield><subfield code="c">Larry D. Kelley and Kim Bartel Sheehan</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">London ; New York</subfield><subfield code="b">Routledge, Taylor & Francis Group</subfield><subfield code="c">2022</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">vi, 195 Seiten</subfield><subfield code="b">Illustrationen, Diagramme</subfield><subfield code="c">Breite 174 mm, Hoehe 246 mm</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="520" ind1=" " ind2=" "><subfield code="a">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 marc: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</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Werbung</subfield><subfield code="0">(DE-588)4065541-6</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Neue Medien</subfield><subfield code="0">(DE-588)4196910-8</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Werbung</subfield><subfield code="0">(DE-588)4065541-6</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Neue Medien</subfield><subfield code="0">(DE-588)4196910-8</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Sheehan, Kim Bartel</subfield><subfield code="d">1958-</subfield><subfield code="e">Sonstige</subfield><subfield code="0">(DE-588)1018464581</subfield><subfield code="4">oth</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">Digitalisierung UB Regensburg - ADAM Catalogue Enrichment</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032799351&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-032799351</subfield></datafield></record></collection> |
| id | DE-604.BV047398191 |
| illustrated | Illustrated |
| index_date | 2024-07-03T17:51:35Z |
| indexdate | 2024-07-10T09:11:01Z |
| institution | BVB |
| isbn | 9780367620714 9780367620745 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032799351 |
| oclc_num | 1253630385 |
| open_access_boolean | |
| owner | DE-706 DE-1050 DE-739 DE-355 DE-BY-UBR |
| owner_facet | DE-706 DE-1050 DE-739 DE-355 DE-BY-UBR |
| physical | vi, 195 Seiten Illustrationen, Diagramme Breite 174 mm, Hoehe 246 mm |
| publishDate | 2022 |
| publishDateSearch | 2022 |
| publishDateSort | 2022 |
| publisher | Routledge, Taylor & Francis Group |
| record_format | marc |
| spelling | Kelley, Larry D. 1955- Verfasser (DE-588)173680631 aut Advertising management in a digital environment text and cases Larry D. Kelley and Kim Bartel Sheehan London ; New York Routledge, Taylor & Francis Group 2022 vi, 195 Seiten Illustrationen, Diagramme Breite 174 mm, Hoehe 246 mm txt rdacontent n rdamedia nc rdacarrier 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 marc: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 Werbung (DE-588)4065541-6 gnd rswk-swf Neue Medien (DE-588)4196910-8 gnd rswk-swf Werbung (DE-588)4065541-6 s Neue Medien (DE-588)4196910-8 s DE-604 Sheehan, Kim Bartel 1958- Sonstige (DE-588)1018464581 oth Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032799351&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Kelley, Larry D. 1955- Advertising management in a digital environment text and cases Werbung (DE-588)4065541-6 gnd Neue Medien (DE-588)4196910-8 gnd |
| subject_GND | (DE-588)4065541-6 (DE-588)4196910-8 |
| title | Advertising management in a digital environment text and cases |
| title_auth | Advertising management in a digital environment text and cases |
| title_exact_search | Advertising management in a digital environment text and cases |
| title_exact_search_txtP | Advertising management in a digital environment text and cases |
| title_full | Advertising management in a digital environment text and cases Larry D. Kelley and Kim Bartel Sheehan |
| title_fullStr | Advertising management in a digital environment text and cases Larry D. Kelley and Kim Bartel Sheehan |
| title_full_unstemmed | Advertising management in a digital environment text and cases Larry D. Kelley and Kim Bartel Sheehan |
| title_short | Advertising management in a digital environment |
| title_sort | advertising management in a digital environment text and cases |
| title_sub | text and cases |
| topic | Werbung (DE-588)4065541-6 gnd Neue Medien (DE-588)4196910-8 gnd |
| topic_facet | Werbung Neue Medien |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032799351&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT kelleylarryd advertisingmanagementinadigitalenvironmenttextandcases AT sheehankimbartel advertisingmanagementinadigitalenvironmenttextandcases |