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