Title: Naivete about Relationships
Product review: This ambitious book is both pragmatic and hopeful. An excellent resource for those interested in the biz and in their early years as an account person.As for a prior comment on the book's value on relationships, the reviewer is misguided. They don't replace good work, they create an environment where a client can actually buy it. Relationships aren't about golf games or tickets, they're about trust.When a client trusts you ... and you value that trust to the point that you wouldn't take advantage of it for one ad ... together you might just do something memorable. i'd offer that the reviewer may have lost the opportunity to get some interesting work through a client because of relationships. And given the state of most work out there these days, that's a shame.-RQ
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