Communicating is essential

Paustian, Chuck
September 1995
Advertising Age's Business Marketing;Sep95, Vol. 80 Issue 9, pA-13
Trade Publication
Discusses branding as a market strategy that is essential in the agency/client relationship. Importance given to corporate branding over product branding; Product advertising as a support to the overall corporate brand and vice versa; Importance of communication in the agency/client relationship.


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