000			01234nam a2200217Ia 4500
999			_c32424 _d32424
003			OSt
005			20210526164900.0
008			160316s2008 xxu||||| |||| 00| 0 eng d
020			_a9780805856538
040			_cn
082			_a658.830000 _bPET
100			_aPettit Raymond
245			_aLearning from winners : How the ARF David Ogilvy Award winners use market research to create advertising success
260			_aLondon _bRoutledge _c2008
300			_a176p _cxvii
365			_b Rs. 3,234
505			_aTable 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.
650			_a1. Marketing Research
700			_a _a
942			_2ddc _cBK