Richard D. Czerniawski Livres

Focusing on the critical need for effective marketing, this book serves as a wake-up call for marketers aiming to enhance their impact. It highlights the decline of marketing's relevance due to ignorance of proven principles and best practices. The author emphasizes that poor marketing practices hinder brand performance and stresses the importance of adopting quality processes. In an era characterized by abundance and sameness, the book argues that marketing is more vital than ever for optimizing corporate success.

"The vast majority of ads are mediocre -- but don't blame it on your ad agency. Blame it on yourself." This is the eye-opening advice of advertising experts Czerniawski and Maloney. They explain that most ad and marketing managers don't understand their own responsibilities in the ad creation process -- or how to marriage the delicate relationship with their agency.