Frenemies

Explore the industry that fuels almost all media in an intimate and profound way with Frenemies. This book is a reckoning with the changes buffeting the $2 trillion global advertising and marketing business from the perspective of its most powerful players. Ken Auletta delves into the transformation of the advertising and marketing industry, where Math Men and women are taking the reins from instinctual Mad Men. Auletta takes us behind the curtain to meet the industry's top players and investigates their perspectives. This book is an essential read, not just for what it reveals about the ad world but for its potential consequences. The survival of media as we know it depends on the revenue generated by advertising and marketing, which are in peril in the face of technological changes and the fraying trust between key players.