Inbunden, Engelska, 2006

Cases in Advertising and Marketing Management

Real Situations for Tomorrow's Managers

Av Edd Applegate, Art Johnsen

2257 kr

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Beskrivning

Cases in Advertising and Marketing Management offers readers, whether new managers or students, opportunities to practice their abilities on realistic business situations. The authors, a professor of advertising and an agency executive, draw on their experiences in forty scenarios, each of which focuses on sample problem to analyze and uses discussion prompts to help readers work through it. This provocative book gives readers insight into the situations they will face in management positions and helps them develop valuable decision-making skills.

Produktinformation

Utgivningsdatum: 2006-10-12
Mått: 194 x 239 x 21 mm
Vikt: 644 g
Format: Inbunden
Språk: Engelska
Antal sidor: 232
Förlag: Bloomsbury Publishing Plc
ISBN: 9780742538351

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Mer om författaren

Edd Applegate is professor of advertising at Middle Tennessee State University. He has written several books, including Strategic Copywriting: How to Create Effective Advertising. Art Johnsen is managing partner at Locomotion Creative in Nashville, Tennessee, which he co-founded in 1998. He received his M.B.A. from the University of Virginia.

Recensioner i media

With a solid blend of theory and in-the-trenches practice, the cases in this book can both augment the principles course and help upper-level management students begin to grapple with the tough decisions that have to be made in business. Applegate and Johnsen have compiled a collection of cases addressing many of the key issues in today's advertising marketplace. -- Beth E. Barnes, University of Kentucky; coauthor, Strategic Brand Communication Campaigns In this case, one advertising professor coupled with one agency executive equals ONE BIG IDEA for a case studies textbook in advertising and marketing management. The forty cases and the manner in which they are written make this book virtually timeless and well-worth adopting for upper level classes that stress critical thinking and analytical skill development. -- Robert L. Gustafson, Ball State University

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