Books

4 results found
Title Authors Description OpenBook ID
Advertising Media Planning Advertising Media Planning Larry D. Kelley,Larry D. Kelley,Donald W. Jugenheimer The planning and placement of advertising media is a multi-billion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed text offers practical guidance … OL12292204W
The Origin of Brands The Origin of Brands Al Ries,Laura Ries Bestselling authors Al and Laura Ries return with a unique look at the process of brand building. They show how successful new brands have been created in the past, and go on to demonstrate how today… OL1892664W
Brand warfare Brand warfare David F. D'Alessandro While more than a quarter of its traditional competitors were going out of business, John Hancock, under the direction of marketing wizard David D'Alessandro, transformed itself from a sleepy old lif… OL5800884W
The hero and the outlaw The hero and the outlaw Margaret Mark A brand's meaning--how it resonates in the public heart and mind--is a company's most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how… OL6224455W