Demonstrates how the best companies use the creative application of research, done up front, to produce the big ideas with significant impact on the market and on the people, employees, partners, retailers and customers. This title is intended for business executives looking for market strategy, consumer psychologists, teachers, students. "Nowhere has there ever been such a thorough and thoughtful review and explication of the best of the best in advertising research." - Dee Alsop, Group President, Harris Interactive