Behind powerful brands: From strategy to campaign

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9780074636640: Behind powerful brands: From strategy to campaign

In the Indian context.

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John Philip Jones
Published by McGraw Hill Education (1999)
ISBN 10: 0074636642 ISBN 13: 9780074636640
New Softcover First Edition Quantity Available: > 20
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BookVistas
(New Delhi, DELHI, India)
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Book Description McGraw Hill Education, 1999. Softcover. Book Condition: New. First edition. Behind Powerful Brands-From strategy to Campaign? addresses the perennial concern of marketing and advertising professionals-how to create advertising that makes the cash registers ring! It contains insights on # How to create advertising that sells # Advertising and salesmanship # How to spend media budgets # An inventory of knowledge about advertising As advertising by its very nature involves wastage, this book addresses the issue succinctly and focuses on increasing efficiency by reducing wastage in advertising. The book develops a number of ideas described in Professor Jones?s earlier book How Much is Enough? and adapts them to the Indian environment. It also has some thoughts on: # agency culture # the contribution of advertising to economic development # fifty proposals for action Surely a must for all marketing and advertising professionals who are passionate about building brands? Table of contents Chapter 1. Are Advertising and Salesmanship Related Chapter 2. Strategy in Advertising Chapter 3. Advertising Arguments - The Rational Versus the Emotional Chapter 4. How Much Should You Spend on Advertising Chapter 5. Advertising Versus Sales Promotions Chapter 6. How to Spend Media Budgets Chapter 7. The Heart of the Advertising Agency Business Chapter 8. An Inventory of Knowledge About Advertising Chapter 9. Advertising and The Economic System Chapter 10. Fifty Proposals for Action Printed Pages: 320. Bookseller Inventory # 20518

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2.

John Philip Jones
Published by McGraw Hill Education (1999)
ISBN 10: 0074636642 ISBN 13: 9780074636640
New Softcover First Edition Quantity Available: > 20
Seller
A - Z Books
(New Delhi, DELHI, India)
Rating
[?]

Book Description McGraw Hill Education, 1999. Softcover. Book Condition: New. First edition. Behind Powerful Brands-From strategy to Campaign? addresses the perennial concern of marketing and advertising professionals-how to create advertising that makes the cash registers ring! It contains insights on # How to create advertising that sells # Advertising and salesmanship # How to spend media budgets # An inventory of knowledge about advertising As advertising by its very nature involves wastage, this book addresses the issue succinctly and focuses on increasing efficiency by reducing wastage in advertising. The book develops a number of ideas described in Professor Jones?s earlier book How Much is Enough? and adapts them to the Indian environment. It also has some thoughts on: # agency culture # the contribution of advertising to economic development # fifty proposals for action Surely a must for all marketing and advertising professionals who are passionate about building brands? Table of contents Chapter 1. Are Advertising and Salesmanship Related Chapter 2. Strategy in Advertising Chapter 3. Advertising Arguments - The Rational Versus the Emotional Chapter 4. How Much Should You Spend on Advertising Chapter 5. Advertising Versus Sales Promotions Chapter 6. How to Spend Media Budgets Chapter 7. The Heart of the Advertising Agency Business Chapter 8. An Inventory of Knowledge About Advertising Chapter 9. Advertising and The Economic System Chapter 10. Fifty Proposals for Action Printed Pages: 320. Bookseller Inventory # 20518

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