strategies advertising information competitive

books:

Readings on Market-Driving Strategies: Towards a New Theory of Competitive Advantage
Gregory Carpenter, Rashi Glazer, ...

Prentice Hall, 1997

The Marketing Information Revolution

1 review
Robert C. Blattberg, Rashi Glazer

Harvard Business School Press, 1994

Right to the Point
This book remains extremely up to date. The authors envisioned today's marketing transformation that is still happening, six years after publication. Only now the tools needed to follow the author's guidelines are being developed and used by retailers.

Cable TV Advertising: In Search of the Right Formula

Quorum Books, 1989

This volume brings together leading academic researchers and industry professionals to discuss the underlying factors that determine where cable TV advertising is today and what can and should be done in the future. The authors are united in their belief that cable TV advertising has not lived up to its original promise because key players--system operators, programmers, and advertisers--still act as if cable TV is an alternative to traditional ...