Donald W Jugenheimer & Larry D Kelley 
Advertising Management [EPUB ebook] 

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, business planning, strategic planning, budgeting, human resource management, ethics, and managing change. There is even a unique section on  »managing yourself » and your own career in advertising. The text includes plentiful figures, tables, and sidebars, and each chapter concludes with useful learning objectives, summaries, discussion questions, and additional resources.