Abstract
Management Handbook for Advertising Agencies (written by Pablo Medina Aguerrebere and Ignasi Ferrer Lorenzo) This book aims to help experts in advertising working in agencies to reinforce their skills in economics, business, and management. The book includes two main parts. The first one includes eleven chapters that focus on some of the most important aspects determining their advertising agencies’ business models: economic system, productivity, entrepreneurship, budget control, growth strategies, financial resources, relationships with stakeholders, business models, income and expenses, profit and loss account, accounting, contracts with clients, client profitability, human resources management, expansion plans, and value chain. Concerning the second part of this book, the authors propose several case studies about business, management, and economics in advertising agencies to help readers apply the theoretical inputs and learn how to solve real-life problems that affect these companies.
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