HOW TO GET THE BEST CREATIVE WORK FROM YOUR AGENCY: Advertising, Interactive and Other Marketing Communications - Fifth Edition (McGraw-Hill, 2005)

Since publication of the first edition of Nancy Salz's classic guide, thousands of marketers have gained the insights and skills to work most productively with their agencies to get the best advertising, direct response, promotion and other marketing communications. Now the invaluable book has been extensively revised to expand on Web sites, Web advertising and other interactive communications.

Readers discover how to …

• Consistently get their agency's best work
• Quickly build a collaborative relationship with their agency teams by using Salz's seven step process
• Lead and motivate their agency at every step of the development process
• Avoid mistakes that can hinder team productivity
• Smooth out an occasionally (or frequently) rough relationship.

This popular resource provides the guidance that brand, marketing and communications managers, entrepreneurs and anyone involved with external creative resources need for success.

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