Super Searchers on Madison Avenue
Top Advertising and Marketing Professionals Share Their Online Research Strategies
By Grace Avellana Villamora | Edited by Reva Basch
Research professionals in the advertising and marketing
game are a rare breed. Working in one of the business world's
true pressure cookers, these super searchers find and analyze
the information that fuels today's most successful new product
launches and advertising campaigns. Their market research
expertise provides critical strategic support to new business
teams, account managers and planners, copywriters, art directors,
and sales promotion specialists at every major international
ad agency. Here, Grace A. Villamora — Director of Knowledge
Management at Euro RSCG Tatham Partners — gets 13 research
pros from such firms as TBWA\Chiat\Day, Leo Burnett, and
Interpublic to share the tips, techniques, and resources
that have made them the best in the business.
"A treasure-trove of advertising- and marketing-related
resources, primarily Web based ... a comprehensive look at
how information resources, and information professionals,
are valued within the advertising industry ... a wonderful
addition to Reva Basch's great series."
AIIP Connections
CyberAge Books |
March 2003/220 pp/softbound |
ISBN 0-910965-63-3 |
Regular price: $24.95 | Web Orders: $22.46
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