How to Buy a Gorilla ─ Getting the Right Muscle Behind Your Advertising Efforts
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How to Buy a Gorilla presents a new agency relationship paradigm for marketers to get better-value advertising ideas from their agencies. In this book, David Meikle examines the existing paradigms of the working and commercial relationships between marketing, procurement and agencies, and offers a new approach to how they can collaborate in more trusting, more productive, and more effective ways.
A well-informed exploration of the eternal triangle of marketing, agency, and procurement that will provide valuable guidance and insight to anyone involved in the purchasing, management, or creation of advertising.
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