Description
Book SynopsisMark Tungate is a British journalist based in Paris. He is the author of six books about branding and marketing including
Fashion Brands and
The Escape Industry, both published by Kogan Page. His articles have appeared in publications ranging from Campaign and Advertising Age to the Financial Times. He also has a weekly column in the French marketing journal
Strategies. Alongside his writing, he heads the jury of the Epica Awards.
Trade Review"Immensely readable." * Sir Martin Sorrell, CEO, WPP *
"A terrific book: intelligently written and thoroughly researched. A must read for anyone interested in advertising." * Sir Alan Parker *
"A great story: full of character, fun and life." * Kevin Roberts, CEO Worldwide, Saatchi & Saatchi *
"The story of the best advertising, told with the accuracy of the best journalism and with the style of the best literature." * Washington Olivetto, President, W/Brasil *
"Ambitious in scope, the book sustains the interest of readers without getting bogged down in detail." * Irish Times *
"Must-read for anyone interested in the advertising industry." * Editors’ Choice Summer 2013, Journal of Multidisciplinary Research *
Table of Contents
- Chapter - 00: Introduction;
- Chapter - 01: Pioneers of persuasion;
- Chapter - 02: From propaganda to soap;
- Chapter - 03: Madison Avenue aristocracy;
- Chapter - 04: Creative revolutionaries;
- Chapter - 05: The Chicago way;
- Chapter - 06: The Brit pack;
- Chapter - 07: Eighties extravagance;
- Chapter - 08: The French connection;
- Chapter - 09: European icons;
- Chapter - 10: Media spins off;
- Chapter - 11: Consolidation incorporated;
- Chapter - 12: Japanese giants;
- Chapter - 13: The alternatives;
- Chapter - 14: Dotcom boom and bust;
- Chapter - 15: Latin spirit;
- Chapter - 16: International outposts;
- Chapter - 17: Shooting stars;
- Chapter - 18: Controversy in Cannes;
- Chapter - 19: New frontiers;
- Chapter - 20: The agency of the future
