Examples of successful advertising tests and campaigns. Includes such topics as: Markets, Advertising, Moving from Regional to National, New Product Introductio

In this unique work of scholarship, Edd Applegate surveys the key figures and events that transformed the American business landscape from its colonial beginnin

Advertising has always been a uniquely influential social force. It affects what we buy, what we believe, who we elect, and so much more. We tend to know histor

Highly readable and up-to-date, this casebook provides marketing students with the opportunity to gain valuable experience in case analysis through active parti