‘This meticulous book made me think of cartography. As if from space, it looks down on the business of advertising and charts its past and present with the clarity and perspective that only a sense of distance makes possible. And that same ability to identify underlying shapes and patterns give us a far more enlightened feel for its future.’

Jeremy Bullmore, Former Chairman of J. Walter Thompson, London, and member of the WPP Advisory Board.

‘An intellectually compelling account of advertising’s journey through the ages. From performance marketing in the Sears’ Catalogues to the post-broadcast performance marketing opportunities offered by the Digital medium. An illuminating and entertaining treat for any curious mind.’

Arvind Chintamani, Vice President (Marketing), Colgate-Palmolive (India).

‘John Philip Jones has been in advertising for many decades and is a true font of knowledge. It is a real treat to read history of advertising by someone who has helped shape it. Using this historical context, John and daughter-in-law Mary Baumgartner Jones have collaborated to give perspective on the future of advertising in the digital age, using India as a prime example at the cutting edge of what’s to come.’

Deborah Henretta, Independent Board Director at Corning Inc. & American Eagle Outfitters. Former President, Procter & Gamble.

‘Advertising’s most prolific thinker, writer and critic, John Philip Jones, produces his 18th advertising book looking at the present challenges and future of advertising. As always, his conclusions are well-reasoned, and we will all be the wiser for following his recommendations.’

Edward W. Russell, Associate Professor, S.I. Newhouse School of Public Communications, Syracuse University.

‘JPJ is a true pioneer in his field, with valuable inputs from Mary. This book is full of practical and powerful insights that get you grounded on the fundamentals of quantifying advertising returns, effective brand development and revenue growth. This is a power-packed read . . . even more relevant in today’s rapidly evolving media landscape in Asia to empower marketing leaders in the quest for the most effective way to build a relationship with their customers!’

Rahul Sethi, EVP/Partner and Co-Founder of NPS Prism, Bain & Company, USA.

‘Indeed, advertising is at the crossroads. Who better to explain this landscape than one of our most prolific advertising scholars, Professor John Philip Jones and his co-author Mary Baumgartner Jones? The authors state early that this book is directed to an Indian audience. Then, they take us on a journey of the business of brands, coupled with a history lesson in advertising, intertwined with Professor Jones’s expertise of India’s economic and advertising growth and Baumgartner Jones’s acumen of digital media. While the focus may be on India, the authors have outlined the direction for advertising’s future worldwide.’

Jan Slater, PhD, Professor, Charles H. Sandage Department of Advertising; and Chief Marketing Officer, Gies College of Business, University of Illinois.

John Philip Jones, an American citizen born in Britain, graduated from Cambridge University with the Economics Tripos (BA with Honours, and MA). He had two careers. The first lasted for twenty-seven years in the advertising business, mostly with J. Walter Thompson in Britain, the Netherlands and Scandinavia, as an account director on major brands from Unilever, Nestlé and other large international companies. His second career, which also lasted twenty-seven years, was as a member of the faculty of the Newhouse School of Public Communications, Syracuse University, New York. He was a full professor with academic tenure, and is now emeritus. He won a number of awards, including the Syracuse Chancellor’s Citation for Exceptional Academic Achievement. He was also a visiting professor in universities in Australia and Denmark. He has worked on consulting assignments for major companies in forty countries. He is the author of 23 books and 70 articles, mainly in professional journals.

Mary Baumgartner Jones graduated from Mount Holyoke College with a degree in International Relations. Her twenty-year career in New York included account management and strategy roles at major advertising agencies. She then took a job with her client, HBO. At HBO Mary worked on the advertising team before taking over the leadership of the interactive team responsible for overseeing hbo.com, exploring interactive TV, and launching the e-commerce business for the network. Mary and her family left New York to move to Maine where she led a small national advertising agency for a decade. Mary currently serves as Vice President for Communications and Public Affairs at Bowdoin College. For over a decade Mary has also served as a moderator for Collaborative Gain, building and managing a peer-learning, cross-industry executive council that focuses on sharpening the members’ leadership skills and business capabilities.