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· 제목 : Under the Radar (Hardcover)
· 분류 : 외국도서 > 경제경영 > 광고/홍보/PR
· ISBN : 9780471174691
· 쪽수 : 256쪽
· 출판일 : 1997-11-24
· 분류 : 외국도서 > 경제경영 > 광고/홍보/PR
· ISBN : 9780471174691
· 쪽수 : 256쪽
· 출판일 : 1997-11-24
목차
The New Consumer.
Under-the-Radar Creative Work.
The New Creative Rules for Getting Under the Radar.
Using Word of Mouth to Get Under the Radar.
Brand Planning: The Road Map for Getting Under the Radar.
Using Media to Get Under the Radar.
Running an Under-the-Radar Agency.
Developing an Under-the-Radar Creative Department.
The Last Word: It's Time to Raise Your Radar Again!
Credits.
Index.
