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Advertising management in a digital environment : text and cases /
"Advertising Management in a Digital Environment: Text and Cases blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management. Divided into three core sections, the book provides a truly holistic a...
| Clasificación: | Libro Electrónico |
|---|---|
| Autores principales: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Abingdon, Oxon ; New York, NY :
Routledge,
2022.
|
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
MARC
| LEADER | 00000cam a2200000 i 4500 | ||
|---|---|---|---|
| 001 | OR_on1240828106 | ||
| 003 | OCoLC | ||
| 005 | 20231017213018.0 | ||
| 006 | m o d | ||
| 007 | cr ||||||||||| | ||
| 008 | 210302t20222022enka o 001 0 eng | ||
| 010 | |a 2021004620 | ||
| 040 | |a DLC |b eng |e rda |c DLC |d OCLCO |d OCLCF |d YDX |d UKAHL |d YDX |d TYFRS |d DLC |d N$T |d OCLCA |d ORMDA |d OCLCO |d OCLCQ |d SFB |d OCLCQ |d OCLCO | ||
| 020 | |a 9781003107828 |q electronic book | ||
| 020 | |a 1003107826 |q electronic book | ||
| 020 | |a 9781000414059 |q electronic book | ||
| 020 | |a 1000414051 |q electronic book | ||
| 020 | |a 1000414108 |q electronic book | ||
| 020 | |a 9781000414103 |q (electronic bk.) | ||
| 020 | |z 9780367620714 |q hardcover | ||
| 020 | |z 9780367620745 |q paperback | ||
| 029 | 1 | |a AU@ |b 000068820191 | |
| 035 | |a (OCoLC)1240828106 | ||
| 037 | |a 9781003107828 |b Taylor & Francis | ||
| 037 | |a 9781000414103 |b O'Reilly Media | ||
| 042 | |a pcc | ||
| 050 | 0 | 4 | |a HF5823 |b .K34425 2022 |
| 072 | 7 | |a BUS |x 002000 |2 bisacsh | |
| 072 | 7 | |a BUS |x 041000 |2 bisacsh | |
| 072 | 7 | |a BUS |x 070060 |2 bisacsh | |
| 072 | 7 | |a KJSA |2 bicssc | |
| 082 | 0 | 0 | |a 659.14/4 |2 23 |
| 049 | |a UAMI | ||
| 100 | 1 | |a Kelley, Larry D., |d 1955- |e author. | |
| 245 | 1 | 0 | |a Advertising management in a digital environment : |b text and cases / |c Larry D. Kelley and Kim Bartel Sheehan. |
| 264 | 1 | |a Abingdon, Oxon ; |a New York, NY : |b Routledge, |c 2022. | |
| 264 | 4 | |c ©2022 | |
| 300 | |a 1 online resource (vi, 195 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 500 | |a Includes index. | ||
| 520 | |a "Advertising Management in a Digital Environment: Text and Cases blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management. Divided into three core sections, the book provides a truly holistic approach to Advertising Management. The first part considers the fundamentals of advertising management, including leadership, ethics and corporate social responsibility, and finance and budgeting. The second part considers human capital management and managing across cultures, whilst the third part discusses strategic planning, decision making and brand strategy. To demonstrate how theory translates to practice in advertising, each chapter is illustrated with real-life case studies from a broad range of sectors, and practical exercises allow case analysis and further learning. This new edition textbook offers an integrated and global approach to Advertising Management and should be core or recommended reading for undergraduate and postgraduate students of Media Management, Advertising, Marketing Management and Strategy, Communications and Public Relations. The applied approach provided by case study analysis makes it equally suitable for those in executive education and studying for professional qualifications"-- |c Provided by publisher. | ||
| 588 | |a Description based on online resource; title from digital title page (viewed on June 23, 2021). | ||
| 545 | 0 | |a Larry D. Kelley is Professor of Advertising at the Jack J. Valenti School of Communication at the University of Houston, USA. Kim Bartel Sheehan is Professor and Director of the Master's in Advertising and Brand Responsibility at the University of Oregon, USA. | |
| 504 | |a Includes index. | ||
| 590 | |a O'Reilly |b O'Reilly Online Learning: Academic/Public Library Edition | ||
| 650 | 0 | |a Advertising |x Management. | |
| 650 | 0 | |a Advertising media planning. | |
| 650 | 0 | |a Relationship marketing. | |
| 650 | 0 | |a Digital media. | |
| 650 | 6 | |a Publicité |x Gestion. | |
| 650 | 6 | |a Plans médias. | |
| 650 | 6 | |a Marketing relationnel. | |
| 650 | 6 | |a Médias numériques. | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Advertising & Promotion |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Management |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Industries / Media & Communications Industries |2 bisacsh | |
| 650 | 7 | |a Advertising |x Management |2 fast | |
| 650 | 7 | |a Advertising media planning |2 fast | |
| 650 | 7 | |a Digital media |2 fast | |
| 650 | 7 | |a Relationship marketing |2 fast | |
| 700 | 1 | |a Bartel Sheehan, Kim, |d 1958- |e author. | |
| 776 | 0 | 8 | |i Print version: |a Kelley, Larry D., 1955- |t Advertising management in a digital environment |d New York : Routledge, 2021. |z 9780367620714 |w (DLC) 2021004619 |
| 856 | 4 | 0 | |u https://learning.oreilly.com/library/view/~/9781000414103/?ar |z Texto completo (Requiere registro previo con correo institucional) |
| 938 | |a Askews and Holts Library Services |b ASKH |n AH38282347 | ||
| 938 | |a YBP Library Services |b YANK |n 302258780 | ||
| 938 | |a EBSCOhost |b EBSC |n 2744233 | ||
| 994 | |a 92 |b IZTAP | ||