APPLES, INSIGHTS AND MAD INVENTORS 苹果、悟性与着迷的发明者 mobi 下载 fb2 夸克云 azw3 网盘 pdf pmlz

　　Apples，Insights and Mad Inventors is a collection of timeless，thought-provoking observations on a range of marketing issues from one of the industry’s best-known names – Jeremy Bullmore. Most of the pieces originally appeared in the annual reports of WPP，while others were the basis for conference keynote addresses. With topics ranging from client management and brand management to strategy and product development，and sources of inspiration as diverse as Posh Spice and Benjamin Franklin，this entertaining and enlightening book is essential reading for any communications professional.

Foreword by Sir Martin Sorrell.

About the Author.

Introduction.

Polishing the Apples.

Time-and-Motion Man and The Mad Inventor.

Why Every Brand Encounter Counts.

The Clipboard and the Copywriter.

Posh Spice & Persil.

Benjamin Franklin and the Kuala Lumpur Question.

The Steak & Kidney Pie That Wasn’t.

Why is a Good Insight Like a Refrigerator?

Index

Jeremy Bullmore，was born in 1929. From 1954 until 1987，he was with J. Walter Thompson in London: as copywriter，producer，head of the creative department and - from 1976 to 1987 - chairman，London. From 1981 to 1987，he was also chairman of the Advertis

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