How advertising and marketing managers can partner with their ad agencies--to achieve new levels of advertising 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 manage the delicate relationship with their agency. 
In this breakthrough book, frustrated managers can learn the four basics that build highly effective, highly targeted advertising. The book shows how to: 1. establish the strategic vision (the positioning) for the brand 2. provide clear ad development direction (that's based on consumer insight) 3. provide and nurture an effective creative process 4. coach the ad agency to success.

Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising

Business & Money

Czerniawski, Richard D.

Maloney, Michael W.

Marketing & Sales

Amacom Books

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.

Creating Brand Loyalty

Hudson House Publishing

This book, written by Richard Czerniawski, a veteran, career marketer, tackles critical marketing errors, those grave blunders, slip-ups and missteps, both of omission and commission, that not only lead to underperformance but threaten marketing relevance and brand survival. Importantly, this book addresses what all marketers and their organizations need to do to achieve smart marketing so it matters where it counts: in the marketplace.

Avoiding Critical Marketing Errors: How to Go from Dumb to Smart Marketing

Brand Development Network International

See the best price to sell, buy, or rent books by Czerniawski, Richard D.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Czerniawski, Richard D.