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What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds


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Год выпуска: 2006
Автор: Rex Briggs and Greg Stuart
Издательство: Kaplan Business
Страниц: 304
ISBN: 1419584332
Описание
 What Sticks is the one book that explains exactly how marketing and advertising works today! Based on new insights from analysis of over $1 billion worth of advertising. Decades ago it was okay to believe, as retail magnate John Wanamaker did, that "Half the money I spend on advertising is wasted; the trouble is, I don't know which half." However, today the stakes are much higher. Marketing thought leaders Rex Briggs and Greg Stuart estimate that $112 billion in advertising spending in the U.S. alone is wasted, cutting deeply into company profits. What Sticks uncovers bold new insights from the largest-ever global marketing research project among 30 Fortune 200 companies, including: Procter & Gamble, Johnson & Johnson, Kraft, McDonalds, Unilever, Ford and others. This is a comprehensive and solutions-oriented book that outlines how any marketer, at any level, can guarantee their advertising succeeds. Marketers cannot ignore the findings or the solutions revealed...

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SweetGerl, 27.01
Защитилась вчера на 4...Спасибо Вам ;)