Fallon, Pat. <br/><br/>
Juicing the orange :  how to turn creativity into a powerful business advantage / 
Pat Fallon and Fred Senn. 
 - Boston, Mass. :  London :  Harvard Business School ;  McGraw-Hill [distributor],  2006. 
 - ix, 228 p., [8] p. of plates :  ill. (some col.) ;  25 cm. 
 - HBS Press Book  9270 .
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9781591399278 (hbk.) :  £15.99 9781591399278 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.<br/>Creative ability in business.<br/>Product management.<br/>Business and Management.<br/>Sales & marketing
<br/><br/><label>LC Class. No.: </label>HF5415  / .F27 2006 
<br/><br/><label>Dewey Class. No.: </label>658.802 FAL