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ISBN: 0749436786Издательство: Kogan Page Ltd
The way the advertising industry operates has changed vastly in the last 15 years. Innovative and groundbreaking ways of thinking about branding are constantly developing, and due to the sheer volume of material published on the subject, it is almost impossible to keep up with all the latest important ideas available online, in journals, in books and at conferences. "Brand New Brand Thinking" is for all those who feels they are missing out on the latest branding debates on theory and best practice. Afollow-up to the seminal Account Planning Group branding bestseller "Understanding Brands," this book pulls together contributions from 11 of the world?s leading advertising and branding authorities into one unique volume, covering everything from the branding fundamentals to key cutting-edge developments. Each chapter is written by an outspoken expert with a new perspective on the traditional themes of strategy, research, creativity and collaboration. Topics debated include: ...