5/30/2000
It's not every $250 book that merits a place on the shelf of most managers, but this entertaining and information-packed encyclopedia may be one worthy exception. Its 500 entries on well-known marketing campaigns of the 20th century include everything from "Loose Lips Sink Ships" to "I Love New York" to Microsoft's "Where Do You Want to Go Today?" Each campaign is covered in depth through a brief summary and historical context, as well as notes on the target market, competition, marketing strategy and outcome. It makes for fascinating history and, with its well-told tales of how some of the world's strongest brands took hold, it can be just as relevant for today's marketplace and today's marketing managers.