The Advertising Agency Business / Edition 1

The Advertising Agency Business / Edition 1

by Eugene Hameroff, Herbert S. Gardner
     
 

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ISBN-10: 084423169X

ISBN-13: 9780844231693

Pub. Date: 02/11/1998

Publisher: McGraw-Hill Professional Publishing

When the first edition of Herbert Gardner's The Advertising Agency Business was published, it was heralded as the most comprehensive management guide to this dynamic, fast-changing business. The second edition established the book as the standard work on the subject. This newly revised edition by Eugene Hameroff continues that tradition. In twenty-eight

Overview

When the first edition of Herbert Gardner's The Advertising Agency Business was published, it was heralded as the most comprehensive management guide to this dynamic, fast-changing business. The second edition established the book as the standard work on the subject. This newly revised edition by Eugene Hameroff continues that tradition. In twenty-eight short, easy-to-read chapters, you will find out how to:

  • Start an agency
  • Manage your agency profitably with key financial insights, including expert guidance on determining income and profit; allocating gross income, developing solid billing procedures; identifying key operating figures; developing timely, reliable financial reports for your agency and for your clients
  • Evaluate an agency
  • Structure ownership
  • Manage, develop, and evaluate personnel
  • Develop mutually beneficial relationships with clients and suppliers
  • Generate new business through aggressive lead generation knowledgeable assessment of client personnel blockbuster presentations
Drawing on more than a half century of experience in agency administration, finance, and general management, this all-new edition is the indispensable guide for every advertising professional and for anyone who wants to know more about successful advertising business practice.

Product Details

ISBN-13:
9780844231693
Publisher:
McGraw-Hill Professional Publishing
Publication date:
02/11/1998
Edition description:
Subsequent
Pages:
288
Product dimensions:
6.50(w) x 9.40(h) x 0.88(d)

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