Advertising Management in a Digital Environment: Text and Cases

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Larry D. Kelley (University of Houston, USA) Kim Bartel Sheehan (University of Oregon, USA)

Advertising Management in a Digital Environment

Text and Cases

Larry D. Kelley (University of Houston, USA), Kim Bartel Sheehan (University of Oregon, USA)

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Hardback

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English

Routledge
22 July 2021

Economics; Advertising; Media, information & communication industries; Advertising industry

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 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.

By: Larry D. Kelley (University of Houston USA), Kim Bartel Sheehan (University of Oregon, USA)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 246mm, Width: 174mm,
Weight: 489g
ISBN: 9780367620714
ISBN 10: 0367620715
Pages: 202
Publication Date: 22 July 2021
Audience: College/higher education , Adult education , Primary , Tertiary & Higher Education
Format: Hardback
Publisher's Status: Active

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.