Perspectives on Marketing
The Agency PerspectiveeBook - 2009
"In an easy-to-read, question/answer format, Jason Miletsky provides the agency perspective while Michael Hand gives the client point of view on topics including the dynamics of the client/agency relationship, what marketing's really about, executing a successful campaign, the best ways to measure results, the best and worst campaigns ever run and a whole lot more. What makes this book different from other marketing books is that there is no author collaboration or sharing of information during the writing process. Neither author was aware of what the other was writing. The result is a fascinating, no-holds-barred look at marketing as both the client and agency see it, leaving readers with a list of action items and a better understanding of core marketing concepts to dramatically improve their strategies"--Resource description page.
Publisher: [Boston] : [Course Technology], [©2009]
Characteristics: 1 online resource (xvii, 377 pages) : portraits