David M Corbin: 2 books

At first glance, it seems logical. If it's bad, doesn't work, or is a challenge…just ignore it. By ignoring the negative, we mistakenly think we have more time and energy to focus on the positive. Makes perfect sense, right? Not really! In this groundbreaking book, Illuminate: Harnessing...

Practical Guide to Comparative Advertising: Dare to Compare is an authoritative, engaging handbook on comparative advertising for food and non-food consumer products. Claim substantiation is a common stakeholder interest among management, advertisers, lawyers and researchers. This handbook covers...