| Description |
1 online resource (vi, 195 pages) : illustrations |
| Note |
Includes index. |
| Summary |
"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"-- Provided by publisher. |
| Biography |
Larry D. Kelley is Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA. Kim Bartel Sheehan is Professor and Director of the Master's in Advertising and Brand Responsibility at the University of Oregon, USA. |
| Bibliography |
Includes index. |
| Subject |
Advertising -- Management.
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Advertising media planning.
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Relationship marketing.
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Digital media.
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Publicité -- Gestion. |
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Plans médias. |
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Marketing relationnel. |
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Médias numériques. |
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Advertising -- Management |
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Advertising media planning |
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Digital media |
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Relationship marketing |
| Added Author |
Bartel Sheehan, Kim, 1958- author.
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| Other Form: |
Print version: Kelley, Larry D., 1955- Advertising management in a digital environment New York : Routledge, 2021. 9780367620714 (DLC) 2021004619 |
| ISBN |
9781003107828 electronic book |
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1003107826 electronic book |
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9781000414059 electronic book |
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1000414051 electronic book |
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1000414108 electronic book |
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9781000414103 (electronic bk.) |
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hardcover |
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paperback |
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