太空競(jìng)賽：未來(lái)通信規(guī)劃透析

定　價(jià)：￥361.15

作　者：	by Jim Taylor　著
出版社：	John Wiley & Sons
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ISBN：	9780470094518	出版時(shí)間：	2005-12-01	包裝：	精裝
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內(nèi)容簡(jiǎn)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.

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圖書(shū)目錄

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