How to buy a gorilla presents a new agency relationship paradigm for
marketers to get better-value advertising ideas from their agencies. In
this book, David Meikle examines the existing paradigms of the working
and commercial relationships between marketing, procurement and
agencies, and offers a new approach to how they can collaborate in more
trusting, more productive, and more effective ways. This is a
well-informed exploration of the eternal triangle of marketing, agency
and procurement, and will provide valuable guidance and insights to
anyone involved in the purchase, management or creation of advertising.