lunes, 29 de marzo de 2010

Marketing Ebooks: "Excellence in Advertising"

While many books on advertising are written by people whose experience of the industry is either limited or else rather distant in time, Excellence in Advertising, has been created by a group of people who are directly involved in the business currently and are at the very top of their profession.

The first edition of this book, published in 1997, proved to be a huge success both in the UK and internationally. This new edition is substantially updated and enlarged - with new authors added and new subjects covered.

The cast list of authors, headed by Leslie Butterfield as editor and contributor, reads like a veritable Who's Who of advertising and marketing: John Bartle, Steve Henry, Professor Peter Doyle, Mike Sommers and now also Richard Hytner, Tim Broadbent, Tim Pile and others.

Together their contributions present an authoritative view on what constitutes best practice in a wide range of key areas that are the context for the creation of effective advertising:

  • Building successful brands
  • Strategy development
  • The analysis and interpretation of qualitative research
  • Creative briefing
  • Media strategy


  • Managing relationships
  • Evaluating advertising
  • Loyalty
  • Shareholder value
  • Total communication strategy

Combining state-of-the-art thinking and practical advice, this book will be of value to those who use advertising to build brands, those who study advertising and its role and to those actively engaged in producing excellence in advertising on a daily basis.

5 comentarios:

  1. Rody, recibe los cordiales saludos desde Lima-Peru. Te escribo para pedirte un favorsote: Vuelve a subir los libros relacionados a advertising y comportamiento del consumidor, ya que ya no se pueden descargar en el link de megaupload. Espero tu respuesta con urgencia. Atentamente, Bill Basnaj.

  2. Hola Bill Basnaj, no se a que libros te refieres, se me dices cuales son intetare subirlos de nuevo.

    Un saludo

  3. The costumers are irrational, please y algunos ligados a la imagen de la marca en la cultura de lo cool!!
    te lo agradecere eternamente...

  4. Hola Bill Basnaj, el ebook "Customers Are Irrational" lo puedes descargar perfectamente, ya que he comprobado el link y funciona correctamente. En cuanto a "algunos ligados a la imagen de la marca en la cultura de lo cool!!" sigo sin saber a cuales te refieres.

    Un saludo

  5. Me refiero a sim epuedes recomendar algunos ligados a la imagen de marca. Ya que estoy haciendo uba tesis acerca del poder que tienen en el mercado de consumo.