This text deals with the problems of communicating in an overcommunicated society. It shows how to "position" a company within the mind of the prospective buyer/customer, how to stay there, how to find an area not filled by a "leader" and how to avoid the pitfalls of letting a second product ride on the coatails of an established one. This book reveals case histories and anecdotes of successes and failures in the world of advertising.
- ISBN:
- 9780071373586
- 9780071373586
-
Category:
- Advertising
- Format:
- Paperback
- Publication Date:
-
16-01-2001
- Language:
- English
- Publisher:
- McGraw-Hill Education - Europe
- Country of origin:
- United States
- Edition:
- 2nd Edition
- Pages:
- 224
- Dimensions (mm):
- 203x137x15mm
- Weight:
- 0.24kg
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