Sold Out
Book Categories |
Introduction xi
About the Book: How it Happened xv
Acknowledgements xvii
About the Contributors xix
Planning: Role and Structure 1
Who Do You Think You Are? Malcolm White 3
The Anatomy of Account Planning Stephen King 7
The Origins of Account Planning John Treasure 13
How I Started Account Planning in Agencies Stanley Pollitt 19
How Brands and the Skills of Branding have Flowered Rita Clifton 23
What is a Brand? Stephen King 27
The Price of Freedom is Eternal Vigilance Rory Sutherland 41
Advertising: Art and Science Stephen King 45
The Market's Evolved, Why Hasn't Planning? Merry Baskin 59
Strategic Development of Brands Stephen King 63
Learning and Improvement, Not Proof and Magic Solutions William Eccleshare 69
Improving Advertising Decisions Stephen King 73
The Media Planner's Revenge Marco Rimini 87
Inter-media Decisions: Implications for Agency Structure Stephen King 91
Planning: Craft Skills 105
A Revolutionary Challenge to Conventional Wisdom Paul Feldwick 107
What Can Pre-testing Do? Stephen King 111
Four of the Wisest Principles You Will Ever Read Simon Clemmow 119
Practical Progress from a Theory of Advertisements Stephen King 123
JWT's Debt to Stephen King Guy Murphy 139
In Pursuit of an Intense Response Rosemarie Ryan Ty Montague 141
Advertising Idea Stephen King 145
JWT Engagement Planning in China: The Art of Idea Management Tom Doctoroff 153
Short-Term Effects may be Easier to Measure but Long-Term Effects are More Important Tim Broadbent 159
Setting Advertising Budgets for Lasting Effects Stephen King 163
Market Research 173
A Theory that Built a Company Mike Hall 175
Can Research Evaluate the Creative Content of Advertising? Stephen King 179
The Great Bridge Builder: Searching for Order out of Chaos Creenagh Lodge 195
Advertising
Research for New Brands Stephen King 199
You Can't Make Sense of Facts until you've Had an Idea Kevin McLean 209
Applying Research to Decision Making Stephen King 213
Measuring Public Opinion in an Individualistic World Chris Forrest 227
Conflicts in Democracy: The Need for More Opinion Research Stephen King 231
The Perfect Role Model for Researchers Today David Smith 237
Tomorrow's Research Stephen King 241
Marketing - General 253
Old Brands Never Die. They Just get Sold for a Huge Profit Martin Deboo 255
What Makes New Brands Succeed? Stephen King 259
The Retail Revolution gets Underway Andrew Seth 279
What's New about the New Advertisers? Stephen King 283
A Robust Defence of what Brand Advertising is For Stephen Carter 295
New Brands: Barriers to Entry? Stephen King 299
The Train to Strawberry Hill (1744) Hugh Burkitt 307
Has Marketing Failed, or was it Never Really Tried? Stephen King 311
A Challenge to Change Behaviour Neil Cassie 327
Brand Building in the 1990s Stephen King 331
Resume of Stephen King's life 341
Index 345
Login|Complaints|Blog|Games|Digital Media|Souls|Obituary|Contact Us|FAQ
CAN'T FIND WHAT YOU'RE LOOKING FOR? CLICK HERE!!! X
You must be logged in to add to WishlistX
This item is in your Wish ListX
This item is in your CollectionA Master Class in Brand Planning: The Timeless Works of Stephen King
X
This Item is in Your InventoryA Master Class in Brand Planning: The Timeless Works of Stephen King
X
You must be logged in to review the productsX
X
X
Add A Master Class in Brand Planning: The Timeless Works of Stephen King, , A Master Class in Brand Planning: The Timeless Works of Stephen King to the inventory that you are selling on WonderClubX
X
Add A Master Class in Brand Planning: The Timeless Works of Stephen King, , A Master Class in Brand Planning: The Timeless Works of Stephen King to your collection on WonderClub |