Effective Advertising - Gerard J. Tellis

Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing!"Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new... Zobrazit více