Advertising Management in a Digital Environment av Larry D. (University of Houston USA) Kelley, Kim (University of Oregon USA) Bartel Sheehan

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<P><EM>Advertising Management in a Digital Environment: Text and Cases</EM> blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management.</P><P>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.</P><P>This new textbook offers an integrated and global approach to Advertising Management and should be