Speed Read - Baked In: the Crispin Porter + Bogusky Way of Creating Products and Businesses That Market Themselves
Alex Bogusky and John Winsor, Agate B2 (2009) (view on Amazon)
Introduction
Baked In is built on a simple, powerful premise: marketing should be an integral part of product development. The argument is underpinned by the credentials of the two authors.
Alex Bogusky is co-chair of Crispin Porter + Bogusky, widely regarded as America's most inventive advertising/design agency. John Winsor, who recently left his position at Crispin as VP/Executive Director, strategy and product innovation to become Founder/CEO...