Breakthrough Advertising
Breakthrough Advertising
Eugene M. Schwartz · first published 1966 · ISBN 9780998503509
The famously difficult one, on market sophistication and states of awareness, and on the fact that you channel existing desire rather than create it. Dense and expensive and still cited by people who write for a living.
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The famously difficult one, on states of awareness and market sophistication, and on the fact that you channel existing desire rather than manufacture it. Dense, expensive, and still cited by people who write for a living.