The case -- It's in the name-- The theories -- Follow the money -- Advertising talk -- Impression management -- Constraints and creativity -- In search of the other -- Ethnography at work.
Summary
Follows the experiences of the author as a participant observer in the running of a Japanese advertising agency. This book reveals the behind-the-scenes planning, discussion, negotiations and strategies needed to ensure that the agency's presentation to a potential client will be preferred over that of a rival firm.
