Contents
Introduction: Applied learning: the case study approach
1 The new world of advertising management: digital and global
2 Culture, administration and leadership in a global market
3 Advertising ethics and social responsibility across cultures
4 Understanding the role of finance and budgeting
Case 4.1 The Southern Rice Company
5 Managing means measuring: what and how to measure
Case 5.1 Randall White Dog Food
Case 5.2 Tinsdale Agency and Design
6 An overview of advertising personnel management
Case 6.1 IPortal Media Company
7 Adjusting to being a new manager in advertising
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