- Hardcover: 800 pages
- Publisher: Mcgraw-Hill (Tx); 2nd edition (Jan 2004)
- Language English
- ISBN-10: 0072537744
- ISBN-13: 978-0072537741
- Product Dimensions: 27.9 x 21.8 x 3.3 cm
- Amazon Bestsellers Rank: 3,293,557 in Books (See Top 100 in Books)
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Great Text / Handbook
16 Jun 2008
Format:Unknown Binding
How you feel about this text will depend on your level of interest in this topic. If you have a high level of interest, you'll like the book; otherwise, you will be bored with the level of detail. I thought the case studies and profiles alone were worth the price of the book. The case studies describe the considerations/limitations the marketing team faced and describes the program conceived, presented from the perspectives of both client and agency. This is one of the rare textbooks I have kept after the class was completed.
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