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Recommendation
This book is essentially a compendium of standard marketing lore repackaged as a new gospel of brand building. Breezily if sometimes awkwardly written, it provides some useful insight into how technology and social changes have reduced the importance of advertising and magnified the impact of person-to-person chatter. Abundant examples, anecdotes and observations on current events help keep it relevant to contemporary business. Given that books trying to catch the next wave of what works can be called a success if they deliver a single insight that a reader can use effectively, getAbstract.com finds this book successful and worth reading.
Summary
About the Authors
Marian Salzman, advertising executive, trend spotter and Chief Strategy Officer at Euro RSCG worldwide, co-authored Next: Trends for the Near Future with Ira Matathia, the Managing Director of Euro RSCG, MVBMS Partners. Ann O'Reilly is a writer and editor, Editorial Director of S.T.A.R. at Euro RSCG and co-author of Next.
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