Advertising Management in a Digital Environment: Text and Cases

Advertising Management in a Digital Environment: Text and Cases provides a holistic approach to advertising management, combining digital communication methods with functional areas of management. It is divided into three core sections and is illustrated with real-life case studies from various sectors. It is suitable for undergraduate and postgraduate students, as well as executive education and professional qualifications.

Format: Paperback / softback
Length: 202 pages
Publication date: 22 July 2021
Publisher: Taylor & Francis Ltd

Advertising Management in a Digital Environment: Text and Cases is a comprehensive textbook that seamlessly blends cutting-edge techniques for digital communication with a deep understanding of the global landscape, alongside the most effective management practices across various functional areas. The book is structured into three core sections, offering a holistic approach to advertising management.

The first section delves into the fundamental principles of advertising management, encompassing leadership, ethics, corporate social responsibility, and finance and budgeting. It provides a solid foundation for understanding the core aspects of advertising operations.

The second section focuses on human capital management and the challenges of managing diverse teams across cultures. It explores strategies for building and sustaining a productive workforce, as well as navigating cultural differences to achieve effective communication and collaboration.

The third section examines strategic planning, decision-making, and brand strategy. It discusses how to develop and execute effective marketing campaigns, build strong brand identities, and adapt to changing market dynamics. Each chapter is accompanied by real-life case studies from a wide range of sectors, showcasing how theory translates into practical applications in the advertising industry.

To enhance learning and case analysis, the textbook includes practical exercises and case study analysis. These exercises allow students to apply the concepts learned in the chapters and gain a deeper understanding of the advertising management process.

Advertising Management in a Digital Environment: Text and Cases is an essential textbook for undergraduate and postgraduate students studying Media Management, Advertising, Marketing Management, and Strategy, as well as Communications and Public Relations. Its applied approach, facilitated by case study analysis, makes it equally valuable for professionals in executive education and those pursuing professional qualifications. By providing a comprehensive and global perspective on advertising management, this textbook equips students with the skills and knowledge needed to thrive in the digital age and make a meaningful impact in the advertising industry.

Weight: 380g
Dimension: 175 x 246 x 27 (mm)
ISBN-13: 9780367620745