{"product_id":"9780471174691","title":"Under the Radar Talking to Today's Cynical Consumer","description":"\u003ch3\u003eAdweek Magazine Series\u003c\/h3\u003e\u003ch1\u003eUnder the Radar\u003c\/h1\u003e\u003ch2\u003eTalking to Today's Cynical Consumer\u003c\/h2\u003e\u003ch3\u003eJonathan Bond | Richard Kirshenbaum\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ Advertising \u0026amp; Promotion\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003eDie Autoren - Gründer einer der zugkräftigsten Werbeagenturen Amerikas - analysieren hier kritisch einige der aktuell besten Werbekampagnen, die es geschafft haben, wieder die Aufmerksamkeit der 'werbungsmüden' Verbraucher zu wecken. Sie zeigen auf, wie man lernt seine Kunden zu verstehen und innovative Wege beschreitet, um sich nachhaltig ihre Aufmerksamkeit sichern. Auch mißlungene Kampagnen werden besprochen und Fehler analysiert. Ebenso werden so zentrale Begriffe wie integriertes Marketing und Guerilla Marketing besprochen. (11\/97)\u003c\/div\u003e\u003cdiv\u003e \u003cp\u003e\u003cb\u003eJONATHAN BOND\u003c\/b\u003e spent his early years in advertising at packaged goods stronghold Jordan, Case \u0026amp; McGrath, Korey, Kay \u0026amp; Partners, and his own start-up agency, Grossich and Bond. Bond also worked for famed marketing consultants Trout \u0026amp; Ries, inventors of the concept of “positioning.” At age 25, he was named to \u003ci\u003eAdweek’s\u003c\/i\u003e Best People Under 30. Currently, he is cochairman and cofounder of Kirshenbaum Bond \u0026amp; Partners, a $225 million agency behind such memorable campaigns as Snapple, Kenneth Cole, Citibank AAdvantage card, and Target stores. Bond and his partner Kirshenbaum are guest lecturers at Harvard Business School, and have appeared on \u003ci\u003eToday, 20\/20\u003c\/i\u003e, and CNN. He was recently elected the youngest board member of the American Association of Advertising Agencies. \u003c\/p\u003e \u003cp\u003e\u003cb\u003eRICHARD KIRSHENBAUM\u003c\/b\u003e is one of the few creative entrepreneurs today, combining a rare business acumen with a widely respected creative reputation. As cochairman and chief creative at Kirshenbaum Bond \u0026amp; Partners, he has won numerous Clios, One Show, and EFFIE awards. At 29, he won the Young Entrepreneurs Organization Award where he placed #2 in the nation and was recently elected to the board of The One Club for Copy and Art. Kirshenbaum gained his experience at J. Walter Thompson as senior copywriter on Burger King, Reynolds Aluminum, Showtime, and Prodigy (which he, in fact, named). He also produced award-winning work for Korey, Kay \u0026amp; Partners, and for Deutsch. He has been profiled in the \u003ci\u003eNew York Times\u003c\/i\u003e, and \u003ci\u003eCrain’s\u003c\/i\u003e and \u003ci\u003eWired\u003c\/i\u003e magazines, and has appeared on ABC, MTV, and CNBC. \u003c\/p\u003e\n\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e24 November 1997\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9780471174691\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003eHardback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e256\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWeight (oz): \u003c\/td\u003e\n\u003ctd\u003e15.68\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":44310336897164,"sku":"9780471174691","price":68.4,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9780471174691.jpg?v=1780191862","url":"https:\/\/fh90cf-fv.myshopify.com\/products\/9780471174691","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}