By Terence R. Nevett
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First released in 2000. Routledge is an imprint of Taylor & Francis, an informa corporation.
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Additional resources for Cases in Advertising Management
Austria Ronald A. Fullerton 129 Case 21 Magellan Luxury Travel Terence Nevett 151 Case 22 Little Tykes Toy Company John M. Z. Kiwifruit Authority (B) Charles H. Patti and Shengliang Deng 189 Case 26 United Chemical Products Terence Nevett 219 Case 27 Trees Atlanta's Crossroads Cathy J. Cobb-Walgren 225 Case 28 Marfio's Tijuana Takeout Terence Nevett 251 Case 29 Neat 'n Tidy: Fine Accessories Terrence H. Witkowski 259 Case 30 Portage Lake Charter Fishing Terence Nevett 281 Case 31 Kleider International Clothing Gordon E.
Her preferred name was Devine Flowers. When she asked her employer the reason for choosing Flowers on Fourth, he replied that he sold flowers and the shop was on Fourth Street, and he thought these were the two Page 15 most important facts the public should know. He took advantage of this opportunity to remind Angela that the asking price for the business included a sum for goodwill and that part of this attached to the name. Angela believed the third key to success was to increase the frequency with which flowers were purchased, which meant motivating consumers to buy flowers on occasions other than those on which florists traditionally relied.
This is an essential feature of learning by the case study method, and it is particularly valuable in helping you prepare for the business world. Unless you are at the very top of an organization, there are likely to be few important decisions you are able to make without the agreement of others. As was mentioned earlier, this is true of many of the decisions made by an advertising manager. In order to operate successfully, the manager has to establish a consensus among colleagues who may represent a wide variety of interests within the organization.
Cases in Advertising Management by Terence R. Nevett