Год издания: 2003
В продаже с 18.01.2012
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Book DescriptionDelivers the inside track on how to make a difference in clients' businesses by managing the new communications paradigm. * Deals with the complex intra-relationships between the brand, the consumer and the media channels, providing a thorough grasp of the total media-buying scene in which media owners have to compete. * Arms businessmen with new brand building tools and demonstrates how to effectively apply them in a local, regional and global context. * Helps brand managers learn how to organize themselves and their advisors to achieve real competitive advantage.