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Pettit Raymond

Learning from winners : How the ARF David Ogilvy Award winners use market research to create advertising success - London Routledge 2008 - 176p xvii

Table of contents
D. Allsop, Preface. S. Kim, Foreword. Introduction: Prologue;
Part 1. The Winners;
Seizing a New Business Opportunity;
Creating a New Business Model Where None Existed Before;
Smashing Category Traditions;
Scaling The Ladder of Insight;
Implementing The 'Big Idea' For Everyday Consumer Products;
Reaching Multiple Customer Segments With a Powerful Idea;
Part 2. Great Research Is a Hidden Asset;
The David Ogilvy Research Excellence Awards;
Great Research Is a Hidden Asset;
Where Are We Headed;
Appendices: Ken Roman, personal essay - "Learning From Winners: Look Before You Leap." Description of Attached CD ROM.

ISBN: 9780805856538

Subjects--Topical Terms:
1. Marketing Research

Dewey Class. No.: 658.830000 / PET