Imaginative Marketing - Jonathan GabayTeach Yourself, 1998, Paperback ..
Condition: Very Good.
Jonathan Gabay, whose previous books include Teach Yourself Copywriting and The Meaning of Life, is a course director at the Institute of Marketing and a lecturer on marketing, copywriting and creative advertising. In this book he introduces the concept of "imaginative marketing", which he describes as being beyond the normal parameters of traditional marketing--that is, imaginative marketing involves companies diverging away from giving customers what they want and instead showing customers what they could have. Peppering the text with interesting anecdotes--from Coca-Cola to the Spice Girls--Gabay highlights how to develop a marketing plan, use market research effectively and how to think creatively. In addition, he includes thought-provoking exercises that fire up the imaginative marketing process. 253pp.
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