Leap : A Revolution in Creative Business Strategy
Bob. Schmetterer
Bok Engelsk 2003 · Electronic books.
| Utgitt | Hoboken : : Wiley, , 2003.
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| Omfang | 1 online resource (257 p.)
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| Opplysninger | Description based upon print version of record.. - LEAP; CONTENTS; INTRODUCTION Why Leap?; CHAPTER 1 Tales of a Left-Brain/Right-Brain Thinker; CHAPTER 2 Creative Business Ideas; CHAPTER 3 Creativity at the Top; CHAPTER 4 The Creative Corporate Culture; CHAPTER 5 Creativity at the Heart of Business Strategy; CHAPTER 6 Do You Know What Business You Are In?; CHAPTER 7 The End of Advertising ... the Beginning of Something New; CHAPTER 8 The Entertainment Factor; CHAPTER 9 A Structure for Creative Thinking; CHAPTER 10 Make the Leap; Website; Acknowledgments; Notes; Credits; Index; About the Author. - Traditionally, company leaders develop a business strategy based on bottom lines and profit margins, then hire an ad agency to back up that strategy with creative advertising. But history shows that some of the most effective branding campaigns are born when companies work with ad agencies to develop a business strategy that has a big, creative idea at its heart-what CEO of Euro RSCG Bob Schmetterer calls the Creative Business Idea.In Leap, Bob Schmetterer shows advertisers how to combine advertising creativity and bottom-line realities to develop winning business strategies and winnin
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| ISBN | 0471229172
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