As the media landscape has evolved over the past fewyears, especially with the emergence of interactive andsocial media, the philosophy of advertising is significantlychanging. Most businesses realize that the dayswhen they relied on three national networks (ABC, NBC,and CBS) and a few national...

Marketing is under immense pressure to perform: required to submit reports to management, judged by the sales department based on whether it helps sales, scrutinized by financial controlling regarding how efficiently it uses budgets, and last but not least, under constant review by customers,...

Der Autor dürfte als langjähriger Mitarbeiter in Werbeagenturen (u.a. Springer & Jacoby) über einige Erfahrungen verfügen. Seine Handreichung behandelt die Zusammenarbeit zwischen Agentur und Unternehmen aus der Kundenperspektive. Wie finde ich die für mein Unternehmen passende Agentur?...