New product development. The contribution of the advertising agency's strategic planning function
Marc Sasserath andAxel SchmidtBBDO Dsseldorf, GermanyTHE ADVERTISING AGENCY'S ROLE IN NEW PRODUCT DEVELOPMENT
We believe in brands. We all know that marketing is a battle of perceptions and the battlefield is the mind of the consumer. As we all work in the communications industry it is crucial to talk about brand building. We recognize that brand building is not only about communication but much more. In terms of the classical marketing mix we must accept that...