Cases in Advertising Management

作者:Natl Textbook Co

页数:320

出版时间:1992-7

价格:75.00

isbn号码:9780844233680

The cases collected together in this book are all about<br >managing some aspect of advertising. They involve the<br >kinds of decisions that have to be made by people work-<br >ing in the advertising business--that is to say， decisions<br >that arise during the planning and implementation of<br >advertising campaigns. In some cases these are the kind<br >of decisibns you would probably expect to be making，<br >such as defining target audiences， making creative and<br >media choices， and so on. In business， however， and par-<br >ticularly in advertising， things rarely go according to<br >plan， and the manager therefore has to make decisions<br >in possibly unfavorable circumstances about problems<br >that probably could not have been foreseen. No book<br >could hope to include cases covering all the types of prob-<br >lems you might ever encounter， but those collected here<br >offer you a wide selection. If you can cope with them suc-<br >cessfully， you will certainly have demonstrated your po-<br >tential as a manager.<br >