Advertising Management

by Larry D. Kelley, Donald W. Jugenheimer, Fogarty Klein Monroe, et al.

Book Overview

This comprehensive book is designed to serve as a primary text for the Advertising Management course that follows the more general Principles of Advertising course. It can stand alone, or, for instructors who prefer a case-based approach, it can be adopted together with "Cases in Advertising Management" (978-0-7656-2261-7) by the same authors. "Advertising Management" covers a full range of topics for a semester-long course, including financial management,...

• Format: Paperback
• Language: English
• ISBN: 0765622602
• ISBN13: 9780765622600
• Release Date: April 2009
• Publisher: Routledge
• Length: 288 Pages
• Weight: 0.92 lbs.
• Dimensions: 0.3" x 7.5" x 9.1"