Encyclopedia of major marketing campaigns : volume 2

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Encyclopedia of major marketing campaigns : volume 2

RIGGS, Thomas

ADVERTISING CAMPAIGNS - UNITED STATES - HISTORY - 20TH CENTURY = KAMPANYE IKLAN - AMERIKA SERIKAT - SEJARAH - ABAD 20

Detil Buku

Edisi

Penerbit Detroit : Thomson Gale, 2007

Deskripsi Fisik xxii, 1947 p. : ilus ; 29 cm

ISBN 978-0-7876-7356-7

Subjek ADVERTISING CAMPAIGNS - UNITED STATES - HISTORY - 20TH CENTURY = KAMPANYE IKLAN - AMERIKA SERIKAT - SEJARAH - ABAD 20

Bahasa Inggris

Call Number R/658.10973 ENC

Deskripsi

Have you ever wondered how marketing campaigns such as Microsoft's "Where do you want to go today?" came to be? Now, you can find the answer in the Encyclopedia of Major Marketing Campaigns.There is a growing need for information that describes successes and failures of market trends, strategies and initiatives. From Gale, the Encyclopedia of Major Marketing Campaigns looks at 500 major marketing and advertising campaigns of the 20th century from a historical perspective and several related initiatives of earlier years that developed the basis for present day advertising. Entry articles, averaging 2,000 words in length, look at the advertising campaign's or market initiative's historical context, target market, expected outcomes, competition, marketing strategy and development hurdles and the outcome of the campaign -- what worked, what didn't and why. The entry ends with further information for researchers -- references to competitors and annotated citations to relevant campaigns and periodical articles.