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Page POSITIONING THIS BOOK
PERSPECTIVE ON ADVERTISING PROBLEMS
Persistence of Problems
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action ad-man adver advertiser-agency relationships advertisers and agencies advertising agencies advertising creativity advertising executives Advertising Expenditures Advertising Industry advertising is important advertising manager advertising problems agement agen agency compensation agency executives agency management agency principals agency relationships agency role agency services agency's Allen & Hamilton attitudes basic basis changes characteristics clients collaboration companies where advertising compensating agencies compensation arrangements competitive consumer continue coordinating costs creative judgment creative review decisions dollars effective advertising evaluation fragmented highly increasing initiative integrated marketing involved large advertisers leadership management's marketing and advertising marketing effort marketing functions marketing management marketing mix marketing plans MARKETING RESEARCH marketing services marketing strategy maturity media commissions ment million national advertisers personnel potential practices private brands product managers public ownership relation relationship pattern responsibility SALES PROMOTION share skills staff successful marketers tion tisers tising top management total marketing trends typically