Title: The Advertising Agency Business: The Complete Manual for Management & Operation
Publisher: McGraw Hill
Publication Date: 1998
Language: English
ISBN 10: 084423169X
ISBN 13: 9780844231693
Binding: Hardcover
Edition: 3rd Edition
Condition: New

About this title

Synopsis

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.

About the Author

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

"About this title" may belong to another edition of this title.

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