Operations and Management of Advertising Agencies: A Comprehensive Guide for Advertising Professionals

Author: He Haoming
Publisher:
Publish Date: 2002-09-02
Features: The book centers on the management of advertising agencies, exploring strategies and practices in agency management from multiple perspectives and levels. It covers topics ranging from company positioning to staff recruitment and management, from internal relationship handling to client relationship management, from operational management to financial management, and from business plan formulation to company operational processes. The cases in the book are either based on the author's observations and experiences from years of industry practice or the result of in-depth, long-term investigations within advertising agencies. They are highly representative and offer valuable insights. This book is the first specialized work in China on the operation and management of advertising agencies, providing comprehensive guidance on theory and practical methods for advertising agency owners and managers. Since its first publication in 1997, the book has been widely adopted as a textbook for advertising and related majors in colleges and universities, and has become the preferred teaching material for training in numerous domestic advertising agencies, receiving high praise for its professionalism and practicality. During the revision process, the author incorporated new management ideas and methods based on recent experiences and reflections in advertising agency management, as well as revisions to existing cases, further enhancing the book's practicality and guidance value.