by Henri Joannis · Deusto · tapa blanda · ISBN 9788423414284
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This fundamental work by Henri Joannis explores the intersection between advertising creativity and marketing strategy. Through its pages, the author analyzes how a brand's strategic decisions must guide the creative process to achieve effective communication that is consistent with business objectives. It is a reference text for professionals and students in the sector, offering deep insight into the methodology needed to transform marketing concepts into impactful advertising campaigns.
