A case study of Saatchi & Saatchi--the world's largest ad agency in 1994--shows how expensive miscalculations and ineffective management brought about the decline of the agency, which rose again from the ashes in the form of a new agency. Reprint. 25,000 first printing.

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Kevin Goldman has written for the New York Times and been a reporter for the Philadelphia Inquirer Variety, Newsday/New York Newsday, and most recently the Wall Street Journal, where for more than three years he was the daily advertising columnist.

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