The Advertising Agency Business: The Complete Manual for Management & Operation
When the first edition ofThe Advertising Agency Businesswas published nearly two decades ago, it was hailed as the most comprehensive and valuable guide to successful agency management. The second edition established the book as the standard work in this area.  This all-new, updated, third edition continues that tradition. It gives an overview of agency financial operations, includingIdentifying key operating figuresDetermining income and profitAllocating gross incomeDeveloping reliable, timely financial reportsThis edition also presents complete information on the following business aspects of agency operation:How to start and build your agencyHow to evaluate an agencyHow to manage, develop, and evaluate personnelHow to get new businessMore agencies fail due to poor management than any other reason. organized for convenient reference, this authoritative guidebook offers highly readable explanations of the systems and strategies you need to grow and prosper in the agency business.