Whatever happened to Madison Avenue? : advertising in the '90s
著者
書誌事項
Whatever happened to Madison Avenue? : advertising in the '90s
Little, Brown, c1991
1st ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
From the author of "Madison Avenue, USA", this is an analysis of the health and prospects of the advertising industry. In an era of international conglomerates, price promotions run amok, and vast data banks that increasingly can identify who buys what - by name - advertising is an industry that must adapt or suffer. Martin Mayer's prescription for the industry is highlighted with tales of advertising's great moments, such as the introduction of Gatorade. Advertising can add significant value to products, particularly through "branding", as the wealthy proprietors of such brands as Campbell's soup can testify.
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