Creating Brand Loyalty : The Management of Power Positioning and Really Great Advertising
Maloney, Michael W., Czerniawski, Richard D.
Language: English
Published by AMACOM, 1999
- First Edition
- Softcover
- Used
Seller: Better World Books, Mishawaka, IN, U.S.A.Better World Books
AbeBooks seller since August 3, 2006
Condition: Used - Very good
US$ 11.29
Quantity: 1 available
Add to basketItem description from seller
Seller Inventory # 3529482-6
- Title
- Creating Brand Loyalty : The Management of Power Positioning and Really Great Advertising
- Author
- Maloney, Michael W., Czerniawski, Richard D.
- Publisher
- AMACOM
- Publication year
- 1999
- Condition
- Very Good
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 0814405010
- ISBN 13
- 9780814405017
- Edition
- 1st Edition.
- Item weight
- 1.504 pounds
- Dimensions
- N/A
"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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Better World Books
Mishawaka, IN, U.S.A.
AbeBooks seller since August 3, 2006
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Better World Books Marketplace, Inc.
55740 Currant Road
Mishawaka, IN U.S.A. 46545
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