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Designed to be incorporated into an undergraduate course in advertising management, this collection of case studies illustrates current trends in marketing such as digital media and integrated marketing communications. Kelley, an executive vice president of an advertising firm, joins with Jugenheimer, an independent marketing consultant, to produce case studies from well-known agencies that describe management strategies for global expansion, billing procedures, outsourcing and overall profitability. The authors have also intended this volume as a companion piece to their textbook, Advertising Management, which covers leadership topics in marketing firms such as ethics, human resources, strategic planning and budgeting. Annotation c2009 Book News, Inc., Portland, OR (booknews.com)
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