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One of the most critical factors in the success of a product or service is having a powerful brand identity. This work shows advertising and marketing managers how they can be sure that their branding is effective by establishing an efficient and creative relationship with their ad agency. It provides managers with the four basics of highly successful advertising or branding, which are: establishing a strategic vision (the positioning) for the brand; providing clear ad development direction (based on consumer insight); nurturing an effective creative process; and coaching the ad agency to success.
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Richard D. Czerniawski (Kenilworth, IL) and Michael W. Maloney (Austin, TX) are managing directors of Business Development Network, a marketing consulting firm whose highly successful advertising seminar attracts clients from PepsiCo, Johnson & Johnson, Bristol-Myers Squibb, and numerous other companies.Review:
"...a guide to the best practices and thinking in the industry." -- Peter N. Larson, Chairman and CEO, Brunswick Corperation
"The best friend a smart, aspiring marketing manager or creative director can have is this smart book to work with!" -- Hank Seiden, Chairman, The Seiden Group
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Book Description AMACOM, 1999. Paperback. Condition: New. Never used!. Seller Inventory # P110814405010
Book Description AMACOM, 1999. Condition: New. book. Seller Inventory # M0814405010
Book Description AMACOM, 1999. Paperback. Condition: New. 1. Seller Inventory # DADAX0814405010