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: | |
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| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London ; New York
Routledge
2022
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| Schlagworte: | |
| Online-Zugang: | UBR01 Volltext |
| 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: | 1 Online-Ressource (vi, 195 Seiten) Illustrationen, Diagramme |
| ISBN: | 9781003107828 |
| DOI: | 10.4324/9781003107828 |
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| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| doi_str_mv | 10.4324/9781003107828 |
| format | Electronic eBook |
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| id | DE-604.BV047487262 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T18:14:30Z |
| indexdate | 2024-07-10T09:13:27Z |
| institution | BVB |
| isbn | 9781003107828 |
| language | English |
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| physical | 1 Online-Ressource (vi, 195 Seiten) Illustrationen, Diagramme |
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| 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 2022 1 Online-Ressource (vi, 195 Seiten) Illustrationen, Diagramme txt rdacontent c rdamedia cr 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 Neue Medien (DE-588)4196910-8 gnd rswk-swf Werbung (DE-588)4065541-6 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 Erscheint auch als Druck-Ausgabe, Hardcover 978-0-367-62071-4 Erscheint auch als Druck-Ausgabe, Paperback 978-0-367-62074-5 https://doi.org/10.4324/9781003107828 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Kelley, Larry D. 1955- Advertising management in a digital environment text and cases Neue Medien (DE-588)4196910-8 gnd Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4196910-8 (DE-588)4065541-6 |
| 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 | Neue Medien (DE-588)4196910-8 gnd Werbung (DE-588)4065541-6 gnd |
| topic_facet | Neue Medien Werbung |
| url | https://doi.org/10.4324/9781003107828 |
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