Re: brand management, advertising and PR
VIVIEN LE WROTE:
> I am currently looking into transitioning into brand
> management and am looking for great books on
> advertising, PR and brand management both in the
> traditional and online world. I am also interested in
> knowing who are the legends in these fields and if
> there are any books about them?
I don't know if anyone has read Eating the Big Fish by
Adam Morgan. Its how challenger brands should compete
against brand leaders (not media specific). I've heard
rave reviews. I give it a "so so." Most of it is
common sense (maybe we all need this every once and a
while). And if you're coming from the agency side, I
can't see how an agency can accomplish half of what he
recommends. I see most of his recommendations and
success stories coming from the client side.
If you're looking for Interactive books - I don't have
much to recommend in the way of brand management - but
a book everyone on this list should read is The
Cluetrain (http://www.cluetrain.com). Not really and
advertising or marketing book but says how badly we
marketers and advertisers are off track. Anyone who
was really online in the early 90's will love it and
adore it.
Advertising & Marketing on the Internet is a must have
also (Robin Zeff co-author). Very practical for anyone
involved in interactive advertising and marketing.
Scott K.
Received on Thu May 04 2000 - 21:26:08 CDT
