The Advertising advantage
著者
書誌事項
The Advertising advantage
（Harvard business review paperback books, no. 90044）
Harvard Business School Press, c1991
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内容説明・目次
内容説明
This collection of "Harvard Business Review" articles argues that, beneath the glamour of advertising, lies the grit of hard-nosed management. There are articles on maintaining market share, the perils of comparative ads, when to advertise your company, and research on ad techniques that work.
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