1 of 1 people found the following review helpful
By A Customer
This review is from: Brands in the Balance: Meeting the Challenges to Commercial Identity (Hardcover)
This author has a unique ability to present technical and complex information in a very readable way. As a consumer who rarely thinks of the brands in my life except to look for them on the shelf in the grocery store, I was fascinated by the personal way each case study was presented, as if it were a story of someone I could know, not an impersonal corporation. I recommend this book to anyone who is at all curious about the world of marketing in which we are all active players. Drawbaugh writes with a light touch that makes the most technical information easy to navigate through and yet, clearly backs what he has to say with sound research.
(4 customer reviews)
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