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Juicing the orange : how to turn creativity into a powerful business advantage / Pat Fallon and Fred Senn.

By: Contributor(s): Material type: TextTextSeries: HBS Press Book ; 9270Publication details: Boston, Mass. : Harvard Business School ; London : McGraw-Hill [distributor], 2006.Description: ix, 228 p., [8] p. of plates : ill. (some col.) ; 25 cmISBN:
  • 9781591399278 (hbk.) :
  • 9781591399278
Subject(s): DDC classification:
  • 658.802 FAL
LOC classification:
  • HF5415 .F27 2006
Incomplete contents:
1.Redefining creativity in today\'s marketing environment -- 2.Outpacing the commodization of your brand -- 3.Fighting for your brand\'s voice -- 4.Establishing and leveraging a category advantage -- 5.Overcoming a serious branding problem -- 6.Reviving a mature consumer brand -- 7.Reeenergizing a mature business brand -- 8.Choosing the best media for the message -- 9.Marketing a network of businesses under one brand -- 10.Rethinking customer engagement -- 11.Lessons learned.
Summary: Pat Fallon is not the first ad man to say 'the measure of an advertising campaign's success is not whether it wins awards but whether it increases the client's bottom-line'. Using a selection of ad stories, this text explains how to find the insight that leads to a results-driven creative solution.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.802 FAL (Browse shelf(Opens below)) 1 Available 201776
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.802 FAL (Browse shelf(Opens below)) 1 Available 201774
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.802 FAL (Browse shelf(Opens below)) 1 Available 201775

Includes bibliographical references and index.

1.Redefining creativity in today\'s marketing environment -- 2.Outpacing the commodization of your brand -- 3.Fighting for your brand\'s voice -- 4.Establishing and leveraging a category advantage -- 5.Overcoming a serious branding problem -- 6.Reviving a mature consumer brand -- 7.Reeenergizing a mature business brand -- 8.Choosing the best media for the message -- 9.Marketing a network of businesses under one brand -- 10.Rethinking customer engagement -- 11.Lessons learned.

Pat Fallon is not the first ad man to say 'the measure of an advertising campaign's success is not whether it wins awards but whether it increases the client's bottom-line'. Using a selection of ad stories, this text explains how to find the insight that leads to a results-driven creative solution.

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