Description
Book SynopsisCreativity in marketing communications is one of the most potent ways for companies to increase their productivity. This book contains case after case, which demonstrates the leveraging power of innovative thinking in advertising today. -Joseph E. DeDeo Chairman of Latin America,Young & Rubicam, Inc.
The days of expensive network television rollouts of new advertising campaigns are over. Targeted, niche-driven selective marketing is less expensive, more profitable, and far more sensible in today''s thriving culture of special-interest media.
Here''s your chance to learn all about this revolutionary new marketing strategy.
Written by the advertising genius behind some of the most unforgettable campaigns of the past 30 years, Divide and Conquer teaches you what you need to know to conduct your own successful selective-marketing campaigns. Fifteen fascinating and instructive case studies demonstrate how to identify your markets precisely, get to know them inside
Table of ContentsThe Rodeo Circuit.
Stuck on You.
Medical Marketing.
Let 'Em Eat Drake's.
Marketing Peace.
Chicken Fight.
Modern Stone Age Marketing.
Your Place or Mine?
Marketing the Misunderstood.
Tender Loving Health Care.
Community Ties.
Phoning Home.
Lite Makes Right.
Taking Stock.
Getting a Web Site on the Right Track.
The Future of Selective Marketing.
Index.
