Chapter 7 Insights from Textbooks

Kapitel in diesem Buch

1. Frontmatter I
2. Contents V
3. List of Maps and Figures XI
4. List of Tables XIII
5. Key Abbreviations XV
6. Introduction 1
7. Part One: The Birth of a Profession
8. Chapter 1 In Search of Legitimacy 13
9. Chapter 2 The Rise of Independent Agencies 31
10. Chapter 3 Biographical Trajectories 63
11. Part Two: Conquering Markets
12. Chapter 4 The Rise of Consumer Goods 95
13. Chapter 5 The Gradual Conversion of Advertisers 115
14. Chapter 6 The Invention of Branding 133
15. Part Three: Advertising Theories and Practices
16. Chapter 7 Insights from Textbooks 153
17. Chapter 8 Implementation by Practitioners 173
18. Chapter 9 In Search of the Four Hundred Million Customers 195
19. Conclusion 209
20. Appendices 217
21. References 235
22. Brand Names 245
23. Concepts 247
24. Organisations 249
25. Persons 251