Advertising at the Crossroads

by John Philip Jones and Mary Baumgartner

The way we do business had, until very recently, remained largely static for over two centuries: large outputs, small profits per units, manufacturing efficiency and oligopolistic competition. Supporting the system was print and broadcast advertising. But in the last couple of decades, the world has seen a dramatic shift. Many advertised goods and services now tend to be high-involvement, and there is a shift to looking for fewer sales and more profit...

• Format: Hardcover
• Language: English
• ISBN: 0670098000
• ISBN13: 9780670098002
• Release Date: November 2023
• Publisher: Penguin Random House India Pvt. Ltd
• Length: 272 Pages