Perspectives on Marketing  By  Jason I. Miletsky, Michael Hand
2009 | 416 Pages | ISBN: 1598638718 | PDF | 2 MB
Who's the real marketing expert: the agency or the client? Each has    a different approach to what really works and what consumers will respond to.    Each approaches marketing strategy from a different angle - a different perspective    - and without understanding both points of view, the picture is never fully    complete. Perspectives on Marketing is the first book to offer both sides of the    story. In an easy-to-read, question/answer format, Jason Miletsky provides the    agency perspective while Michael Hand gives the client point of view on topics    including: The dynamics of the client/agency relationship The foundations of marketing - what marketing's really about Executing a successful effort The best ways to measure results The best and worst campaigns ever run What makes this book different from other marketing books is that there    is no author collaboration or sharing of information during the writing process.    Neither author was aware of what the other was writing. The result is a fascinating,    no-holds-barred look at marketing as both the client and agency see it, leaving    readers with a list of action items and a better understanding of core marketing    concepts to dramatically improve their strategies.

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