by Bob Schmetterer · John Wiley & Sons · tapa dura · ISBN 9780471229179
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«Leap! A Revolution in Creative Business Strategy» is Bob Schmetterer's essay on creative strategy, published by John Wiley & Sons in hardcover.
Schmetterer argues that a great creative idea must be at the heart of business strategy, not just in the advertising campaign. He analyzes cases such as Volvo and Hallmark to show how advertisers and executives can unite creativity and results and thus transform their companies and industries.
Originally published in 2003, with 256 pages in English. The author was chairman and CEO of Euro RSCG Worldwide.
Work aimed at professionals in advertising, marketing and strategic management, as well as business administration students.
