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" Learning from winners : "
Raymond Pettit.
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BL
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| Record Number
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1027221
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| Doc. No
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b781591
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| Main Entry
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Pettit, Raymond C.
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| Title & Author
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Learning from winners : : how the ARF David Ogilvy Award winners use market research to create advertising success /\ Raymond Pettit.
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| Publication Statement
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New York :: ARF :: Lawrence Erlbaum Associates, Taylor & Francis,, ©2008.
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| Page. NO
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xx, 176 pages :: illustrations ;; 24 cm
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| ISBN
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0805856536
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: 0805856544
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: 9780805856538
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: 9780805856545
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| Bibliographies/Indexes
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Includes bibliographical references (pages 155-159) and index.
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| Contents
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Seizing a new business opportunity -- Creating a new business model where none existed before -- Smashing category traditions -- Scaling the ladder of insight -- Implementing the "big idea" for everyday consumer products -- Reaching multiple customer segments with a powerful idea -- The David Ogilvy Research Excellence Awards program -- Research methods, techniques, and approaches are put to the test -- Where are we headed? / Gerald Zaltman.
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| Subject
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Marketing research.
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| Subject
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Marketing research.
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| Dewey Classification
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658.8/3
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| LC Classification
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HF5415.2.P48 2008
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