Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Book Review: Successful Small Business Management

Book Review: Successful Small Business Management American Journal of Small Business, Volume II, Number 1, July, 1977 agricultural), and promotion. The book terminates with a chapter on legal and moral aspects of advertising. The book is written in a very understandable and interesting manner. Each chapter begins with a preview of what is to follow. At the end of each chapter, the reader is provided with a list of what he or she should know and be able to do, as a result of reading the chapter. In addition, the author provides questions for class discussion, activities which the reader can embark upon to further develop understanding of the chapter topics, key words and phrases, and selected readings. Much of the text is written in the second person, reflecting the "to the reader" vantage point of the author. This book does have some shortcomings. Those who desire a highly theoretical treatment of advertising philosophies, objectives and place in society will be disappointed. So will those professors who teach by the case method - as cases are not embodied in Advertising. Few footnotes appear in the various pages. The illustrations are not in color. Further, topics such as media scheduling and selecting themes and appeals are http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png American Journal of Small Business SAGE

Book Review: Successful Small Business Management

American Journal of Small Business , Volume 2 (1): 3 – Jul 1, 1977

Loading next page...
 
/lp/sage/book-review-successful-small-business-management-cWhn0DBqbL
Publisher
SAGE
Copyright
© 1977 SAGE Publications
ISSN
0363-9428
eISSN
1540-6520
DOI
10.1177/104225877700200108
Publisher site
See Article on Publisher Site

Abstract

American Journal of Small Business, Volume II, Number 1, July, 1977 agricultural), and promotion. The book terminates with a chapter on legal and moral aspects of advertising. The book is written in a very understandable and interesting manner. Each chapter begins with a preview of what is to follow. At the end of each chapter, the reader is provided with a list of what he or she should know and be able to do, as a result of reading the chapter. In addition, the author provides questions for class discussion, activities which the reader can embark upon to further develop understanding of the chapter topics, key words and phrases, and selected readings. Much of the text is written in the second person, reflecting the "to the reader" vantage point of the author. This book does have some shortcomings. Those who desire a highly theoretical treatment of advertising philosophies, objectives and place in society will be disappointed. So will those professors who teach by the case method - as cases are not embodied in Advertising. Few footnotes appear in the various pages. The illustrations are not in color. Further, topics such as media scheduling and selecting themes and appeals are

Journal

American Journal of Small BusinessSAGE

Published: Jul 1, 1977

There are no references for this article.