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 a...
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | Englisch |
| Veröffentlicht: |
Abingdon, Oxon New York, NY
Routledge
2022
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| Schlagwörter: | |
| Links: | https://learning.oreilly.com/library/view/-/9781000414103/?ar |
| 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 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 edition 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: | Includes index. - Includes index. - Description based on online resource; title from digital title page (viewed on June 23, 2021) |
| Umfang: | 1 Online-Ressource (vi, 195 Seiten) illustrations |
| ISBN: | 9781003107828 1003107826 9781000414059 1000414051 1000414108 9781000414103 |
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| 500 | |a Includes index. - Includes index. - Description based on online resource; title from digital title page (viewed on June 23, 2021) | ||
| 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 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 edition 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 | |a Advertising |x Management | |
| 650 | 0 | |a Advertising media planning | |
| 650 | 0 | |a Relationship marketing | |
| 650 | 0 | |a Digital media | |
| 650 | 4 | |a Publicité ; Gestion | |
| 650 | 4 | |a Plans médias | |
| 650 | 4 | |a Marketing relationnel | |
| 650 | 4 | |a Médias numériques | |
| 650 | 4 | |a BUSINESS & ECONOMICS / Advertising & Promotion | |
| 650 | 4 | |a BUSINESS & ECONOMICS / Management | |
| 650 | 4 | |a BUSINESS & ECONOMICS / Industries / Media & Communications Industries | |
| 650 | 4 | |a Advertising ; Management | |
| 650 | 4 | |a Advertising media planning | |
| 650 | 4 | |a Digital media | |
| 650 | 4 | |a Relationship marketing | |
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| author | Kelley, Larry D. 1955- Bartel Sheehan, Kim 1958- |
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| dewey-full | 659.14/4 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.14/4 |
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| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| id | ZDB-30-ORH-078667933 |
| illustrated | Illustrated |
| indexdate | 2025-01-17T11:20:28Z |
| institution | BVB |
| isbn | 9781003107828 1003107826 9781000414059 1000414051 1000414108 9781000414103 |
| language | English |
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| physical | 1 Online-Ressource (vi, 195 Seiten) illustrations |
| psigel | ZDB-30-ORH TUM_PDA_ORH ZDB-30-ORH |
| publishDate | 2022 |
| publishDateSearch | 2022 |
| publishDateSort | 2022 |
| publisher | Routledge |
| record_format | marc |
| spelling | Kelley, Larry D. 1955- VerfasserIn aut Advertising management in a digital environment text and cases Larry D. Kelley and Kim Bartel Sheehan Abingdon, Oxon New York, NY Routledge 2022 ©2022 1 Online-Ressource (vi, 195 Seiten) illustrations Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier Includes index. - Includes index. - Description based on online resource; title from digital title page (viewed on June 23, 2021) "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 edition 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"-- Advertising Management Advertising media planning Relationship marketing Digital media Publicité ; Gestion Plans médias Marketing relationnel Médias numériques BUSINESS & ECONOMICS / Advertising & Promotion BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Industries / Media & Communications Industries Advertising ; Management Bartel Sheehan, Kim 1958- VerfasserIn aut 9780367620714 Erscheint auch als Druck-Ausgabe 9780367620714 |
| spellingShingle | Kelley, Larry D. 1955- Bartel Sheehan, Kim 1958- Advertising management in a digital environment text and cases Advertising Management Advertising media planning Relationship marketing Digital media Publicité ; Gestion Plans médias Marketing relationnel Médias numériques BUSINESS & ECONOMICS / Advertising & Promotion BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Industries / Media & Communications Industries Advertising ; Management |
| 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_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 | Advertising Management Advertising media planning Relationship marketing Digital media Publicité ; Gestion Plans médias Marketing relationnel Médias numériques BUSINESS & ECONOMICS / Advertising & Promotion BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Industries / Media & Communications Industries Advertising ; Management |
| topic_facet | Advertising Management Advertising media planning Relationship marketing Digital media Publicité ; Gestion Plans médias Marketing relationnel Médias numériques BUSINESS & ECONOMICS / Advertising & Promotion BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Industries / Media & Communications Industries Advertising ; Management |
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