Advertising Management

Jugenheimer (advertising, Texas tech U.) and Kelley, an executive vice president for a national advertising agency, have written this textbook for undergraduate courses in advertising management that focuses on financial management, business planning, ethics, human resources and budgeting. The authors have designed this volume as a companion piece to their Cases in Advertising Management casebook and provide fundamental concepts of decision making, leadership and planning to supplement the exercises and discussion questions. A concluding section focuses on "managing yourself," with tips and advice on how students can plan their own careers as advertising managers and executives by setting specific goals. Annotation 穢2009 Book News, Inc., Portland, OR (booknews.com)