Author Steve Cone distills some of the best ideas and observations from his 30-year career in marketing and advertising into a breezy, but valuable basic book for anyone who provides or purchases marketing services. His book covers the basics of ad design, placement, branding, integrated marketing, public relations, sponsorships and the use of spokespeople. Each chapter is succinct, and packed with practical advice. Cone helpfully critiques or praises actual ads to drive home his points. getAbstract.com recommends this fine elementary book to up-and-coming marketers, or to nonmarketers who need to know what is going on.
In this summary, you will learn
- What the essential elements of a powerful marketing campaign are;
- How to make your brand memorable; and
- How to use 10 valuable ideas to make your marketing more influential.
About the Author
Steve Cone is managing director and head of advertising and brand management at Citigroup Global Wealth Management. In conjunction with five other executives, he coordinates worldwide brand management for all of Citigroup’s businesses in more than 100 countries.
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Bloomberg Press, 2008
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