Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising
Czerniawski, Richard D.; Maloney, Michael W.
Language: English
Published by Amacom Books (edition 1), 1999
- Softcover
- Used
Seller: BooksRun, Philadelphia, PA, U.S.A.BooksRun
AbeBooks seller since February 2, 2016
Condition: Used - Fair
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The item might be beaten up but readable. May contain markings or highlighting, as well as stains, bent corners, or any other major defect, but the text is not obscured in any way.
Seller Inventory # 0814405010-7-18-13
- Title
- Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising
- Author
- Czerniawski, Richard D.; Maloney, Michael W.
- Publisher
- Amacom Books (edition 1)
- Publication year
- 1999
- Condition
- Fair
- Binding
- Paperback
- Language
- English
- ISBN 10
- 0814405010
- ISBN 13
- 9780814405017
- Edition
- 1.
"The vast majority of ads are mediocre--but don't blame it on your ad agency. Blame it on yourself." This is the eye-opening advice of advertising experts Czerniawski and Maloney. They explain that most ad and marketing managers don't understand their own responsibilities in the ad creation process--or how to manage the delicate relationship with their agency.
In this breakthrough book, frustrated managers can learn the four basics that build highly effective, highly targeted advertising. The book shows how to: 1. establish the strategic vision (the positioning) for the brand 2. provide clear ad development direction (that's based on consumer insight) 3. provide and nurture an effective creative process 4. coach the ad agency to success.
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About the Author
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BooksRun
Philadelphia, PA, U.S.A.
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