From the author of "Madison Avenue, USA", this is an analysis of the health and prospects of the advertising industry. In an era of international conglomerates, price promotions run amok, and vast data banks that increasingly can identify who buys what - by name - advertising is an industry that must adapt or suffer. Martin Mayer's prescription for the industry is highlighted with tales of advertising's great moments, such as the introduction of Gatorade. Advertising can add significant value to products, particularly through "branding", as the wealthy proprietors of such brands as Campbell's soup can testify.
- ISBN10 0316551546
- ISBN13 9780316551540
- Publish Date 1 June 1991
- Publish Status Out of Print
- Out of Print 2 March 2010
- Publish Country US
- Imprint Little, Brown & Company
- Format Hardcover
- Pages 256
- Language English