Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert a

This volume includes the full proceedings from the 1991 Academy of Marketing Science (AMS) Annual Conference held in Fort Lauderdale, Florida. The research and

The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality,