BRAND STRATEGY - Closing the brand-response gap - Make your advertising more effective -- Forget about the brand being king, it's response that matters. Here's why, and what to do about it.
| Year of publication: |
2003
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|---|---|
| Authors: | Cohen, Andrew |
| Published in: |
ADMAP : for decisionmakers in advertising, marketing, media, planning & research. - London : Reed Publ. Serv., ISSN 0001-8295, ZDB-ID 10488297. - Vol. 38.2003, 8, p. 20-22
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