The 20th century concept of advertising is dead, and it will have to reinvent itself in order to survive. Based on academic research but written in a comprehensible and digestible way, Advertising Tra
Framing advertising as an essential part of marketing strategy, Advertising Transformed offers strategic answers to questions marketers and managers have about the effectiveness of advertising in the
-An overview of successful corporate strategies supporting stability in the midst of inevitable change -Focuses on lessons learned from failure as well as success -Written by a leading corporate brand
