Super searchers on Madison Avenue : top advertising and marketing professionals share their online research strategies / Grace Avellana Villamora ; edited by Reva Basch
Velda Ruddock : visionary for intelligence -- Douglas Buffo : indefatigable enabler of end-users -- Jordie Garvin Thomson : multicultural information expert -- Kristine Larsen Spanier : from copywriting to librarianship -- Gerard Seifert : creative-side researcher -- Robin Feuerstein : major league coach for the information services team -- Leslie Cole : expert on the African-American and urban consumer markets -- Dan Carlton : "Digger Dan" the account planner -- Liz Aviles : trend spotting and integrated marketing pro -- Dee Magnoni : independent research consultant -- Carlos Santiago : chief realist strategist -- Gretchen Reed : virtual research provider -- Marsha Appel : 4As for excellence
Summary
Thirteen researchers, copywriters, account planners, and consultants share tips, techniques, and resources for online advertising and marketing research
Bibliography
Includes bibliographical references (pages 201-222) and index
