ISBN is

978-0-07-052675-4 / 9780070526754

New Media/Same Message: Marketing to the Imagination in a Technology-Driven World

by

Publisher:McGraw-Hill Companies

Edition:Hardcover

Language:English

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About the book:

Although the processing power of the silicon chip has increased by a factor of 10,000 in the last 25 years, the processing power of the human brain has remained unchanged for millennia. According to Paul Postma, managing partner of Ernst & Young, one of the world's leading consulting firms, recognition of this basic fact is the secret to marketing success. In "The New Marketing Era," he explores the sweeping changes in information technology and media and how their impact and effectiveness are influenced by age-old human behavior.

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