Cases in Advertising Management

"Cases in Advertising Management" offers a wide range of short, medium-length, and longer cases, all designed to illuminate the topics covered in an Advertising Management course. The book can stand alone, or, for instructors who wish to incorporate a combined casebook and textbook approach, it can be adopted alongside any standard text, including Advertising Management by the same authors.The book features actual real-life cases that reflect current trends in the advertising and promotion industry, with a strong emphasis on digital media and integrated marketing communications. A detailed introduction ('How to Analyze a Case Study') is followed by 30 cases, covering a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, and managing change. An expanded and updated edition of Woronoff's 1986 study of Asia's emerging economic giants, this book looks back at what has happened in the intervening years, especially as regards the "discovery" of this phenomenon in the Western media and the overreactive hype that has accompanied it. As the author puts it: "My purpose is to show how these countries, which hitherto has been quite unremarkable, began to develop vigorously. What policies and strategies they used. What they did right and, even more importantly, what they did wrong."