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Bezig met laden... Juicing the Orange: How to Turn Creativity into a Powerful Business Advantagedoor Pat Fallon
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Meld je aan bij LibraryThing om erachter te komen of je dit boek goed zult vinden. Op dit moment geen Discussie gesprekken over dit boek. In a vivid look at some of the most creative and successful ad campaigns of the last 25 years, the founders of Fallon Worldwide chronicle the ways that "creative leverage"-the "daily practice of making creativity actionable and accountable for changing consumer behavior"-to bear in high-stakes, enterprise-critical situations. geen besprekingen | voeg een bespreking toe
Too many companies think creativity means throwing money into marketing efforts and giving lip service to "out of the box" thinking. But such efforts rarely have a positive impact on the bottom line. Pat Fallon and Fred Senn argue that leaders have more creativity within their organizations than they realize--but they inadvertently stifle it or channel it in ineffective ways. Juicing the Orange outlines a disciplined approach to building creativity actively into the organizational culture and leveraging that creativity into campaigns that deliver measurable results. Drawing from 25 years of successful marketing and acclaimed, award-winning work, the authors show that bankable, creative ideas come from zeroing in on the one key business problem that must be solved and then rigorously unearthing insights that will lead to a spectacular solution. Behind-the-scenes stories of successful and failed campaigns for companies in diverse industries reveal the core secrets of training for creativity: develop a proprietary brand emotion, offer big ideas without a big budget, and get customers to seek out your message. Illustrating the link between creativity and profits, Juicing the Orange helps industry players measure their success at the cash register. Geen bibliotheekbeschrijvingen gevonden. |
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Google Books — Bezig met laden... GenresDewey Decimale Classificatie (DDC)658.802Technology Management and auxiliary services Management Of MarketingLC-classificatieWaarderingGemiddelde:
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