太空竞赛：未来通信规划透析 SPACE RACE - AN INSIDE VIEW OF THE
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作者： by Jim Taylor著
出 版 社： John Wiley & Sons
出版时间： 2005-12-1字数：版次： 1页数： 293印刷时间： 2005/12/01开本：印次：纸张： 胶版纸I S B N ： 9780470094518包装： 精装编辑推荐
作者简介：
Jim Taylor is one of the few true communication planners in the world. having spent the last six years doing virtually nothing else...originally, at a local level, in South Africa, where in 1998 he and Peter Vogel left Ogilvy to found Nota Bene, the Country's first media strategy agency...that has become a highly acclaimed agency specialising in communications planning. And more recently, in the UK, working for Mediaedge:cia:, Nota Bene's parent, in an international capacity.
He cut his communications planning teeth on Unilever in South Africa - business that Nota Bene won in a JV with Initiative Media - but has since gone on, in Europe, to develop communications planning on clients such as Visa, Beiersdorf, and SABMiller.
内容简介
Five years ago the world of agency communications turned upside down. Ogilvy introduced 360 degree thinking, Unilever formulated their ABC process, TBWA developed their Disruptive philosophy, and total communications planning was born. Now, total communications planning is being increasingly demanded by clients. The question is no longer where does the future lie, but how does an agency get there as quickly as possible? This book sets out to define the structure of tomorrow's agencies by interviewing the leading lights of the industry today. Jim Taylor, himself an experienced practitioner of Total Communications Planning, identifies common issues and themes to offer a set of likely scenarios for The Agencies of the Future.
目录
Foreword
Preface
Acknowledgements
List of Interviewee Quote References
PART I: WANTING TO FLY
1 The Space Race
2 Of Straw and Sponges
3 Gravity
4 Reviewing The Fleet
5 Life Below Decks
PART II: LEARNING TO FLY
6 A Slow Wind on the Water
7 The Soul Meter
PART III: CUTTING THROUGH THE EARTH'S ATMOSPHERE
8 The Dark Days of Data
9 Antarctica
10 The Twin Achilles’ Heels
PART IV: WEIGHTLESSNESS
11 2020 Vision
12 Beyond 2020: The ROI Of Snow
Last words
Profiles of Interviewees
References
Index
