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008 071207s2007 enka b 001 0 eng d
010 _a 2007035534
011 _aBIB MATCHES WORLDCAT
020 _a0470517913
_qcloth (alk. paper)
020 _a9780470517918
_qcloth (alk. paper)
035 _a(ATU)b11471748
035 _a(OCoLC)169873365
040 _aDLC
_beng
_erda
_cDLC
_dYDXCP
_dBTCTA
_dBAKER
_dC#P
_dBWK
_dIXA
_dOCLCG
_dATU
050 0 0 _aHF5415.1255
_b.K56 2007
082 0 0 _a658.827
_222
100 1 _aKing, Stephen,
_d1931-2006
_9267933
245 1 2 _aA master class in brand planning :
_bthe timeless works of Stephen King /
_cedited by Judie Lannon, Merry Baskin.
264 1 _aChichester, West Sussex, England ;
_aHoboken, NJ :
_bJohn Wiley & Sons,
_c[2007]
264 4 _c©2007
300 _axliii, 351 pages :
_billustrations ;
_c26 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
500 _aA selection of King's papers published during the past 30 years, with commentaries by current marketing practitioners.
504 _aIncludes bibliographical references and index.
505 0 0 _gPart I.
_tPlanning: Role and Structure --
_g1.
_tWho Do You Think You Are? /
_rMalcolm White --
_g1.1.
_tThe Anatomy of Account Planning /
_rStephen King --
_g1.2.
_tThe Origins of Account Planning /
_rJohn Treasure --
_g1.3.
_tHow I Started Account Planning in Agencies /
_rStanley Pollitt --
_g2.
_tHow Brands and the Skills of Branding have Flowered /
_rRita Clifton --
_g2.1.
_tWhat is a Brand? /
_rStephen King --
_g3.
_tThe Price of Freedom is Eternal Vigilance /
_rRory Sutherland --
_g3.1.
_tAdvertising: Art and Science /
_rStephen King --
_g4.
_tThe Market's Evolved, Why Hasn't Planning? /
_rMerry Baskin --
_g4.1.
_tStrategic Development of Brands /
_rStephen King --
_g5.
_tLearning and Improvement, Not Proof and Magic Solutions /
_rWilliam Eccleshare --
_g5.1.
_tImproving Advertising Decisions /
_rStephen King --
_g6.
_tThe Media Planner's Revenge /
_rMarco Rimini --
_g6.1.
_tInter-media Decisions: Implications for Agency Structure /
_rStephen King --
_gPart II.
_tPlanning: Craft Skills --
_g7.
_tA Revolutionary Challenge to ConventionalWisdom /
_rPaul Feldwick --
_g7.1.
_tWhat Can Pre-testing Do? /
_rStephen King --
_g8.
_tFourWisest Principles You Will Ever Read /
_rSimon Clemmow --
_g8.1.
_tPractical Progress from a Theory of Advertisements /
_rStephen King --
_g9.
_tJWT's Debt to Stephen King /
_rGuy Murphy --
_g9.1.
_tIn Pursuit of an Intense Response /
_rRosemarie Ryan and Ty Montague --
_g9.2.
_tAdvertising Idea /
_rStephen King - from JWT Toolkit --
_g9.3.
_tJWT Engagement Planning in China: The Art of Idea Management /
_rTom Doctoroff --
_g10.
_tShort-Term Effects may be Easier to Measure but Long-Term Effects are More Important /
_rTim Broadbent --
_g10.1.
_tSetting Advertising Budgets for Lasting Effects /
_rStephen King --
_gPart III.
_tMarket Research --
_g11.
_tA Theory that Built a Company /
_rMike Hall --
_g11.1.
_tCan Research Evaluate the Creative Content of Advertising? /
_rStephen King --
_g12.
_tThe Great Bridge Builder: Searching for Order out of Chaos /
_rCreenagh Lodge --
_g12.1.
_tAdvertising Research for New Brands /
_rStephen King --
_g13.
_tYou Can't Make Sense of Facts until you've Had an Idea /
_rKevin McLean --
_g13.1.
_tApplying Research to Decision Making /
_rStephen King --
_g14.
_tMeasuring Public Opinion in an IndividualisticWorld /
_rChris Forrest --
_g14.1.
_tConflicts in Democracy: The Need for More Opinion Research /
_rStephen King --
_g15.
_tThe Perfect Role Model for Researchers Today /
_rDavid Smith --
_g15.1.
_tTomorrow's Research /
_rStephen King --
_gPart IV.
_tMarketing - General --
_g16.
_tOld Brands Never Die. They Just get Sold for a Huge Profit /
_rMartin Deboo --
_g16.1.
_tWhat Makes New Brands Succeed? /
_rStephen King --
_g17.
_tThe Retail Revolution gets Underway /
_rAndrew Seth --
_g17.1.
_tWhat's New about the New Advertisers? /
_rStephen King --
_g18.
_tA Robust Defence of what Brand Advertising is For /
_rStephen Carter --
_g18.1.
_tNew Brands: Barriers to Entry? /
_rStephen King --
_g19.
_tThe Train to Strawberry Hill /
_rHugh Burkitt --
_g19.1.
_tHas Marketing Failed, or was it Never Really Tried? /
_rStephen King --
_g20.
_tA Challenge to Change Behaviour /
_rNeil Cassie --
_g20.1.
_tBrand Building in the 1990s /
_rStephen King.
520 _a"In 1988, on Stephen King's retirement JWT published 'The King Papers' a small collection of Stephen King's published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine. This book is comprised of a selection of 20-25 of Stephen King's most important articles, each one introduced by a known and respected practitioner who, in turn, describes the relevance of the particular original idea to the communications environment of today. The worth of this material is that, although the context in which the original papers were written is different, the principles themselves are appropriate to marketing communications in today's more complex media environment. The book will serve as a valuable reference book for today's practitioners, as well as a unique source of sophisticated, contemporary thinking."--Publisher's website.
588 _aMachine converted from AACR2 source record.
650 0 _aBranding (Marketing)
_xManagement
_9705441
650 0 _aNew products
_9321405
650 0 _aBrand name products.
_9314783
650 0 _aAdvertising
_xManagement.
_9313432
650 0 _aMarketing research.
_9338698
700 1 _aLannon, Judie,
_eeditor.
_91074538
700 1 _aBaskin, Merry,
_eeditor.
_91046076
856 4 2 _3Contributor biographical information
_uhttp://www.loc.gov/catdir/enhancements/fy0743/2007035534-b.html
907 _a.b11471748
_b10-06-19
_c27-10-15
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