Thomas Riggs

Business

Encyclopedia of Major Marketing Campaigns

Gale, First Edition,1999, Second Edition, 2006
Award: Reference Books Bulletin/Booklist Editors' Choice Best Reference Sources 2001

Publisher’s Description

[First Edition] “The Encyclopedia of Major Marketing Campaigns looks at 500 major marketing and advertising campaigns of the 20th century . . . articles look at the advertising campaign's or market initiative's historical context, target market, expected outcomes, competition, marketing strategy, development hurdles and the outcome of the campaign — what worked, what didn't and why.”

[Second Edition] “This completely new second volume explores nearly 475 major marketing and advertising campaigns from 1999-2006. Entries profile recent print, radio, television, billboard, and Internet campaigns. Each essay discusses the historical context of the campaign, the target market, the competition, marketing strategy, and the outcome. Photos and sidebars enhance the text.”

Encyclopedia of Major Marketing Campaigns

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Encyclopedia of Major Marketing Campaigns Vol. 2

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