Cases in Advertising and Marketing Management Real Situations for Tomorrow's Managers

ISBN-10: 0742538362

ISBN-13: 9780742538368

Edition: 2006

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Description: Students of advertising and marketing management learn many concepts in their foundational courses, but real-world experiences are invaluable to understanding the decision-making process. Cases in Advertising and Marketing Management offers students the opportunity to apply what they have learned in previous courses to realistic situations from the business world. Each of forty cases focuses on a contemporary problem for students to identify and analyze, followed by discussion questions to help them work through the case toward a reasonable solution. Appropriate for upper-level courses in advertising and marketing management, this highly readable text provides students with insight into the situations they will face in their future careers.

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Book details

List price: $32.95
Copyright year: 2006
Publisher: Rowman & Littlefield Publishers, Incorporated
Publication date: 10/12/2006
Binding: Paperback
Pages: 232
Size: 7.25" wide x 8.75" long x 0.50" tall
Weight: 1.298
Language: English

Foreword
Acknowledgments
Introduction
The Business of Advertising and Marketing
Smith Services, LLC: When a Client Doesn't Pay on Time
2 Guys and a Girl, LLC: Intellectual Property Law and Other Legal Matters
Harrison Advertising: Growth Strategies
The Koch Brewing Company
International Marketing and Swanson Cosmetics
Pricing and the Model C100
PEST, SWOT, and the Crafts Company
The Consumer
McNair & Company: Effective Positioning and the Smart Creative Brief
Consumer Buying Behavior and the Plumber Clothing Company
Segmenting, Targeting, Positioning (STP) and Here's to Your Health Frozen Dinners
B-to-B Marketing and the Venus 4Y
Distribution Decisions and the Lawson Furniture Company
AA Motorcycles: Using Sales Promotions
Juan Ortiz Photography
The Client
Marshall Company's Integrated Marketing Communications Campaign
Objectives, Strategies, Tactics, and the Bogie II
Bank of Ayden: Advertising Management in a Small Market
F. T. Beverages and Marketing Strategy
Payroll Sure Acquires 2XPayday: Naming the New Company
Montana Cool: A Potential New Product Disaster
Mickey's, Incorporated: The Client and Its Ad Agency
Venus Motor Sales: Time to Change the Advertising?
Neptune Aquatic Club: Marketing and Advertising the Nonprofit Organization
Perkins Advertising: Will Ethics Be a Problem?
Professional Advertising and Marilyn Bright, M.D.
Benson Machine Company: Dealing with a Client's Large Ego
E-Commerce and Pandora's Box
Advertising a Recording Artist: Using Short Message Service (SMS) and Multimedia Messaging Service (MMS)
The Communications Plan of the First National Bank of Kettering
Teaching a Client about Advertising Design
The Ad Agency
Norman Surgical Supply Company, LLC: An Owner's Mindset
Polk, Fales & Crumley Advertising: When an Agency Becomes Stale
P-O-P Advertising and the Taylor Advertising Agency
West Greenville Convention and Visitors Bureau: How Badly Do You Want a New Account?
Chantillon Champagne
Pizza Town, Inc.: Media Planning and Budgeting
The Design Circus: Employees Having an Affair
Maria's Code of Ethics
The Museum Board of the State of California: What If You Don't Like the Creative Product?
Pete Boswell, Account Executive: Dealing with a Bad Boss
Summary Cases
About the Summary Cases
The Tools of Advertising and Marketing Management
The People in Advertising and Marketing Management
The Programs Used in Advertising and Marketing Management
Jobs at Advertising Agencies
Jobs in Marketing
What Is the Future for Advertising and Marketing?
Index
About the Authors
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