Behind Strong Brands: From Advertising Strategy to Advertising Offensive

Author: John Philip Jones
Publisher:
Publish Date: 2002-01-01
Features: Advertising has inherent waste, and this book concisely elaborates on this issue and focuses on effective strategies to improve advertising efficiency by reducing waste. It further elaborates on some of the viewpoints presented in the author's previously published book, "How Much Is Enough?", and explores the following issues in the context of India: Advertising agency culture, Advertising's contribution to economic development, 50 action suggestions. For all marketing professionals and advertising industry professionals who are passionate about brand building, this book is undoubtedly a must-read.