Advertising Management and the Business Publishing Industry (The New Yrok University Business Magazine Publishing Series,)
In this text the author addresses some of the key issues confronting advertising managers in the diverse business publishing industry, namely: what is the state and structure of the publishing industry in the US?; how does the business publishing industry fit into the highly structured communications network?; how does the advertising community view business publications?; have mergers and acquisitions affected the business publishing industry (and if so, how?); and what impact will the economic unification of Europe and the emergence of a significant market in the Pacific Rim have on the US business publication industry? Greco presents 39 case studies of major publishing firms, including McGraw-Hill, Maxwell Communications, and Harcourt, Brace and Jovanovich.