Larry D Kelley, Donald W Jugenheimer

Cases in Advertising Management

• Broschiertes Buch

Produktbeschreibung

Features actual real-life cases that reflect various trends in the advertising and promotion industry, with a strong emphasis on digital media and integrated marketing communications. This book covers such topics as financial management, business planning, strategic planning, budgeting, human resource management, and managing change.

Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 144
• Erscheinungstermin: 15. April 2009
• Englisch
• Abmessung: 226mm x 188mm x 13mm
• Gewicht: 249g
• ISBN-13: 9780765622617
• ISBN-10: 0765622610
• Artikelnr.: 25450263

Autorenporträt

Larry D Kelley, Donald W. Jugenheimer

Inhaltsangabe

An expanded and updated edition of Woronoff's 1986 study of Asia's emerging
economic giants, this book looks back at what has happened in the
intervening years, especially as regards the "discovery" of this phenomenon
in the Western media and the overreactive hype that has accompanied it. As
the author puts it: "My purpose is to show how these countries, which
hitherto has been quite unremarkable, began to develop vigorously. What
policies and strategies they used. What they did right and, even more
importantly, what they did wrong."