by Xavier Oliver Conti · Deusto · tapa blanda · ISBN 9788423427246
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How can business models adapt to survive in today's economic ecosystem? Xavier Oliver Conti, former president of BBDO in Spain and professor at IESE, shares his professional experience and proposes a management model for commercial communication agencies. The book analyzes advertising management from the 1960s to the present, criticizing the models of the main communication groups and offering a proposal for the future of the sector. A useful work for advertisers, students and anyone interested in communication.
