Description
"INFORMATIVE AND ENGAGING... FOR CONSUMERS AS WELL AS MARKETING BUFFS." -Kirkus Reviews
What do consumers want? How can marketing experts capture their attention, win their trust, and keep up with their changing needs? Here are answers from the runaway successes and unpredicted failures of the biggest advertising-promotion campaigns in recent years. With this collection of The Wall Street Journal's popular "Marketing" columns, two top financial journalists share their analyses of trends that are changing the basics of advertising. Drawing on case histories of such major corporations as Coca-Cola, General Foods, General Motors, Revlon, and many others, this illuminating book provides insights into changing consumer behavior and how advertising can keep in step with it. For both marketing professionals and nonmarketing executives, for the parries and pitfalls of launching a new product or revitalizing an old one, this collection of 70 articles provides lively and provocative examples of marketing tactics that make the difference between triumph and disaster.
