The Advertising advantage.
This collection of "Harvard Business Review" articles argues that, beneath the glamour of advertising, lies the grit of hard-nosed management. There are articles on maintaining market share, the perils of comparative ads, when to advertise your company, and research on ad techniques that w...
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| Format: | Book |
|---|---|
| Language: | English |
| Published: |
Boston, Mass.
Harvard Business School Press
c1991.
|
| Series: | Harvard business review paperback series ;
no. 90044. |
| Subjects: | |
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| Summary: | This collection of "Harvard Business Review" articles argues that, beneath the glamour of advertising, lies the grit of hard-nosed management. There are articles on maintaining market share, the perils of comparative ads, when to advertise your company, and research on ad techniques that work. |
|---|---|
| Item Description: | Articles reprinted from Harvard business review. |
| Physical Description: | vi, 73 p. ill. 28 cm. |
| Bibliography: | Includes bibliographical references. |
| ISBN: | 0875842801 9780875842806 |