Juicing the Orange: How to Turn Creativity Into a Powerful Business Advantage
By Pat Fallon, Fred Senn
Pat Fallon is not the first ad man to say 'the measure of an advertising campaign's success is not whether it wins awards but whether it increases the client's bottom-line'. Using a selection of ad stories, this text explains how to find the insight that leads to a results-driven creative solution.
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Posted July 6, 2006, 2:02 PM with category of Management & Workplace CultureJuicing the Orange: How to Turn Creativity into a Powerful Business Advantage By Pat Fallon and Fred Stenn, Harvard Business School Press, 200 pages, $26. 95 hardcover, August 2006, ISBN 1591399270. Just hearing the word advertising makes me cringe. Read more
1 $26.95 9781591399278 No volume discount available.
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