 "Book Cover (Advertising At The Crossroads)")
Advertising At The Crossroads
Author: John Philip Jones & Mary Baumgartner Jones
Publisher: Westland Business
Pages: 272
Price: Rs 699
The digital sphere has made inroads into every aspect of business, creating an unprecedented degree of flux across the board. The contours of advertising, too, are being redrawn in line with the opportunities and challenges thrown up by this new medium.
As John Philip Jones and Mary Baumgartner Jones write in this well-researched work, Advertising at the Crossroads, “If it follows its traditional path, concentrating on low-involvement brands and with campaigns broadcast on untargeted television, advertising will be profitable but the markets will be
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