Kresge Library News: New E-Book: Encyclopedia of Major Marketing Campaigns

September 18, 2007

New E-Book: Encyclopedia of Major Marketing Campaigns

The Encyclopedia of Major Marketing Campaigns looks at 500 major marketing and advertising campaigns of the 20th century from a historical perspective and several related initiatives of earlier years that developed the basis for present day advertising. Each article looks at the advertising campaign's or market initiative's historical context, target market, expected outcomes, competition, marketing strategy and development hurdles and the outcome of the campaign — what worked, what didn't and why.

This title is available through the Gale Virtual Reference Library and is accessible by the entire UM Ann Arbor Campus.


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