| Cases in Advertising and Marketing Management: Real Situations for Tomorrow's Managers Contributor(s): Applegate, Edd (Author), Johnsen, Art (Author) |
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ISBN: 0742538362 ISBN-13: 9780742538368 Publisher: Rowman & Littlefield Publishers OUR PRICE: $52.47 Product Type: Paperback - Other Formats Published: October 2006 Annotation: Students of advertising and marketing management learn many concepts in their foundational courses, but real-world experiences are invaluable to understanding the decision-making process. Cases in Advertising and Marketing Management offers students the opportunity to apply what they have learned in previous courses to realistic situations from the business world. Each of forty cases focuses on a contemporary problem for students to identify and analyze, followed by discussion questions to help them work through the case toward a reasonable solution. Appropriate for upper-level courses in advertising and marketing management, this highly readable text provides students with insight into the situations they will face in their future careers. |
| Additional Information |
| BISAC Categories: - Business & Economics | Advertising & Promotion - Business & Economics | Management - General |
| Dewey: 659.1 |
| LCCN: 2006014844 |
| Physical Information: 0.56" H x 7.36" W x 9.22" (1.04 lbs) 232 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: Online Instructor Manual (login required) Creative Brief Form (Figure 8.1) (pdf file) Students of advertising and marketing management learn many concepts and theories in their foundational courses, but real-world experiences are invaluable to understanding the decision-making process. Cases in Advertising and Marketing Management offers students the opportunity to apply what they have learned in previous courses to realistic situations from the business world. The authors, a professor of advertising and an advertising agency executive, draw on their practical experiences with everyday challenges-ranging from budgets, electronic marketing, IMC, and account strategy to agency politics, overdue client payments, and ethical dilemmas. Each of the forty cases focuses on a contemporary problem or issue for students to identify and analyze, followed by discussion questions to help them work through the case toward a reasonable solution. The final chapters review important themes from the cases and look at several types of advertising and marketing positions often found in agencies or companies. Appropriate for upper-level or capstone courses in advertising and marketing management, this provocative, highly readable text provides students with insight into the situations they will face in their future careers and helps them develop valuable skills for solving problems and making sound decisions. |
Contributor Bio(s): Applegate, Edd: - Edd Applegate has taught undergraduate and graduate courses in advertising and mass communications for more than 30 years. He has written extensively about advertising, including several books, numerous chapters and entries for other books and encyclopedias, and several articles for refereed academic journals and conference proceedings. |