Cases in Advertising Management by Terence R. Nevett PDF

By Terence R. Nevett

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Their feedback has helped make this a better book. I must also mention Barbara Schafer's formidable word processing skills and her stoic acceptance of revisions on a monumental scale. Many individuals and organizations have assisted the casewriters by providing data, allowing access to records, answering queries, and reading through finished cases. Some of these are mentioned in the section of acknowledgments; others preferred to remain anonymous. We are grateful to them all. Numerous friends and colleagues in the academic and business communities have had an indirect influence on the shape of the book by making suggestions that have affected both its form and its content.

It means deciding what course of action should be taken in a particular situation, the full details of which probably will not be known to you, and carrying it through to implementation. Judgment is particularly important when dealing with the kind of problem that cannot be quantified and where there may be little to guide you except a ''feel'' for the circumstances that surround it. 1 Judgmental skills cannot be acquired by just learning facts. They can be developed, however, by making judgments yourself in the kinds of situations actually faced by managers.

Page 11 Case 3 Angela's Flowers on Fourth* Terence Nevett Introduction For as long as she could remember, Angela Devine had been fascinated by flowers. As a high school student she had worked in local florist shops and soon became convinced that this was where her future career lay. At her university she opted for business subjects, feeling they would give her the foundation she needed to operate a florist shop successfully. She supplemented these with classes in floral design and basic horticulture at a local community college.

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Cases in Advertising Management by Terence R. Nevett


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