90折
What Is a Brand? ― New Thinking from Advertising Leaders
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：NT$ 2835 元優惠價
：90 折 2552 元
無庫存，下單後進貨(到貨天數約30-45天)
可得紅利積點：76 點
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作者簡介
商品簡介
The Excellence Diploma is a rigorous twelve-month program designed by the Institute of Practitioners in Advertising (IPA)-the professional body for advertising, media, and marketing communications agencies in the UK-for practitioners fascinated by brands. It is their most prestigious qualification and is known as the “MBA of brands.” The culmination of the course is a 5,000-7,000 word essay that focuses on the future of brands and brand communications.
What is a Brand? is not just a collection of the best essays from the last ten years (since the beginning of the program), it also allows the authors, who have gone on to have successful careers at agencies such as Saatchi & Saatchi, Ogilvy & Mather, and BBDO, to come back and analyze and comment on their original thesis in light of what they know now.
作者簡介
Nick Kendall is an award-winning brand and advertising specialist. He is Group Strategy Director at international advertising agency Bartle Bogle Hegarty (BBH) and has worked on accounts such as Levi's and Haagen Dazs. He helped create the Institute of Practitioners in Advertising (IPA) Excellence Diploma, which is now described as "the MBA of brands" for the advertising industry, and he received the IPA President's Medal for his services to the industry.
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