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Creating Brand Loyalty : The Management of Power Positioning and Really Great Advertising

Creating Brand Loyalty : The Management of Power Positioning and Really Great Advertising - 99 edition

ISBN13: 978-0814405017

Cover of Creating Brand Loyalty : The Management of Power Positioning and Really Great Advertising 99 (ISBN 978-0814405017)
ISBN13: 978-0814405017
ISBN10: 0814405010
Cover type:
Edition/Copyright: 99
Publisher: American Management Association
Published: 1999
International: No

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Creating Brand Loyalty : The Management of Power Positioning and Really Great Advertising - 99 edition

ISBN13: 978-0814405017

Richard D. Czerniawski and Michael W. Maloney

ISBN13: 978-0814405017
ISBN10: 0814405010
Cover type:
Edition/Copyright: 99
Publisher: American Management Association

Published: 1999
International: No
Summary

''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 marriage the delicate relationship with their agency.

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