Frenemies
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Frenemies by Ken Auletta
An intimate and profound reckoning with the changes buffeting the $2 trillion global advertising and marketing business from the perspective of its most powerful players, by the bestselling author of GoogledAdvertising and marketing touches on every corner of our lives, and the industry is the invisible fuel powering almost all media. Complain about it though we might, without it the world would be a darker place. But of all the industries wracked by change in the digital age, few have been turned on their heads as dramatically as this one. Mad Men are turning into Math Men (and women--though too few), an instinctual art is transforming into a science, and we are a long way from the days of Don Draper.
Frenemies is Ken Auletta's reckoning with an industry under existential assault. He enters the rooms of the ad world's most important players, meeting the old guard as well as new powers and power brokers, investigating their perspectives. It's essential reading, not simply because of what it reveals about this world, but because of the potential consequences: the survival of media as we know it depends on the money generated by advertising and marketing--revenue that is in peril in the face of technological changes and the fraying trust between the industry's key players.
Since 1992, Ken Auletta has written The New Yorker's Annals of Communications column. THREE BLIND MICE: How the TV Networks Lost Their Way, GREED AND GLORY ON WALL STREET: The Collapse of The House of Lehman, and WORLD WAR 3.0: Microsoft and Its Opponents are among his eight books. No other reporter has covered the new communications revolution as completely as Auletta, according to the Columbia Journalism Review, which named him America's best media critic. He and his wife and daughter live in Manhattan.
| SKU | Unavailable |
| ISBN 13 | 9780735220881 |
| ISBN 10 | 0735220883 |
| Title | Frenemies |
| Author | Ken Auletta |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Penguin Putnam Inc |
| Year published | 2019-06-04 |
| Number of pages | 384 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |