MARC record from Internet Archive

LEADER: 05805cam 2200925Ia 4500
001 ocm52324333
003 OCoLC
005 20181204204651.0
008 030528s2003 njua ob 001 0 eng d
006 m o d
007 cr cn|||||||||
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020 $a0471454532$q(electronic bk.)
020 $a9780471454533$q(electronic bk.)
020 $a1280365722
020 $a9781280365720
020 $a9786610365722
020 $a6610365725
020 $z0471229172
035 $a(OCoLC)52324333$z(OCoLC)53813344$z(OCoLC)62501252$z(OCoLC)181839534$z(OCoLC)532395031$z(OCoLC)647772515$z(OCoLC)702106280$z(OCoLC)744515764$z(OCoLC)748215993$z(OCoLC)793523272$z(OCoLC)814372707$z(OCoLC)922973974$z(OCoLC)927461718$z(OCoLC)961657133$z(OCoLC)962678490$z(OCoLC)984890223$z(OCoLC)992070449$z(OCoLC)1007379491$z(OCoLC)1020517267$z(OCoLC)1053265692
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072 7 $aBUS$x043000$2bisacsh
072 7 $aBUS$x078000$2bisacsh
072 7 $aKMPH$2bicssc
082 04 $a658.8$221
100 1 $aSchmetterer, Bob.
245 10 $aLeap :$ba revolution in creative business strategy /$cBob Schmetterer.
260 $aHoboken, N.J. :$bWiley,$c℗♭2003.
300 $a1 online resource (xii, 241 pages) :$billustrations
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
500 $a"An Adweek book."
504 $aIncludes bibliographical references (pages 226-230) and index.
588 0 $aPrint version record.
505 0 $aLEAP CONTENTS INTRODUCTION Why Leap? CHAPTER 1 Tales of a Left-Brain/Right-Brain Thinker CHAPTER 2 Creative Business Ideas CHAPTER 3 Creativity at the Top CHAPTER 4 The Creative Corporate Culture.
505 0 $aCHAPTER 5 Creativity at the Heart of Business Strategy CHAPTER 6 Do You Know What Business You Are In? CHAPTER 7 The End of Advertising ... the Beginning of Something New.
520 $aIn Leap, Bob Schmetterer shows advertisers how to combine advertising creativity and bottom-line realities to develop winning business strategies and winning ad campaigns. He analyzes some of the most creative business ideas in history, showing how successful advertising and marketing strategies do more than simply communicate the brand-they define it. Advertisers know how to create demand for an existing brand, but Schmetterer argues that the next challenge for advertisers is to help their clients apply creative thinking to their core business strategy before they launch a branding blitz.
650 0 $aMarketing$xPlanning.
650 0 $aAdvertising$xPlanning.
650 0 $aStrategic planning.
650 0 $aBusiness planning.
650 0 $aIndustrial management.
650 7 $aBUSINESS & ECONOMICS$xMarketing$xGeneral.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xDistribution.$2bisacsh
650 7 $aAdvertising$xPlanning.$2fast$0(OCoLC)fst00797727
650 7 $aBusiness planning.$2fast$0(OCoLC)fst00842819
650 7 $aIndustrial management.$2fast$0(OCoLC)fst00971246
650 7 $aMarketing$xPlanning.$2fast$0(OCoLC)fst01010240
650 7 $aStrategic planning.$2fast$0(OCoLC)fst01134371
655 4 $aElectronic books.
776 08 $iPrint version:$aSchmetterer, Bob.$tLeap.$dHoboken, N.J. : Wiley, ℗♭2003$z0471229172$w(DLC) 2003268477$w(OCoLC)50937770
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856 40 $3ProQuest Ebook Central$uhttp://public.ebookcentral.proquest.com/choice/publicfullrecord.aspx?p=152009
856 41 $3MyiLibrary, Table of contents$uhttp://www.myilibrary.com?id=36572&ref=toc
856 41 $3Table of contents$uhttp://catdir.loc.gov/catdir/toc/wiley031/2003268477.html
856 42 $3Contributor biographical information$uhttp://catdir.loc.gov/catdir/bios/wiley046/2003268477.html
856 42 $3Publisher description$uhttp://catdir.loc.gov/catdir/description/wiley0310/2003268477.html
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938 $aBaker and Taylor$bBTCP$nbl2003012669
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