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1639110 Bullmore, Jeremy:
Apples, Insights and Mad Inventors
 An Entertaining Analysis of Modern Marketing
 Preis:   € 21,90

Einband: Gb
Auflage: 1. Auflage
Verlag: John Wiley & Sons
Erscheinungsdatum: 03/2006
Seiten: 174 S.

ISBN-10: 0-470-02915-3   
ISBN-13: 978-0-470-02915-2

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Beschreibung
In most markets these days, brands compete on terms of near-equality, each searching for a marginal advantage over its rivals. Not so in the writing-about-marketing market, where the Jeremy Bullmore brand stands alone. No competitor comes anywhere near to matching the wit and wisdom with which he illuminates his subject, or the pure enjoyment he gives his readers.
Why does marketing matter in the modern world? What makes a successful brand? And how do marketing communications work? Many have attempted to tackle these questions; but in this collection of essays - which originally appeared in consecutive WPP annual reports - Bullmore's almost supernaturally persuasive prose supplies totally satisfying and seemingly definitive answers.
Jeremy Bullmore began his career as a trainee copywriter in 1954. Over half a century after its launch, the Bullmore brand has never been stronger. Read one chapter of this book, and you'll understand why.
Inhalt
Foreword by Sir Martin Sorrell.
About the Author.
Introduction.
Polishing the Apples.
Time-and-Motion Man and The Mad Inventor.
Why Every Brand Encounter Counts.
The Clipboard and the Copywriter.
Posh Spice & Persil.
Benjamin Franklin and the Kuala Lumpur Question.
The Steak & Kidney Pie That Wasn't.
Why is a Good Insight Like a Refrigerator?
Index.
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