A Master Class in Brand Planning: The Timeless Works of Stephen King

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9780470517918: A Master Class in Brand Planning: The Timeless Works of Stephen King

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.

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Stephen King
Editore: John Wiley and Sons Ltd, United Kingdom (2008)
ISBN 10: 0470517913 ISBN 13: 9780470517918
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Descrizione libro John Wiley and Sons Ltd, United Kingdom, 2008. Hardback. Condizione libro: New. 242 x 172 mm. Language: English . Brand New Book. 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. Codice libro della libreria AAH9780470517918

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Stephen King
Editore: Wiley (2008)
ISBN 10: 0470517913 ISBN 13: 9780470517918
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Descrizione libro Wiley, 2008. Hardcover. Condizione libro: New. Codice libro della libreria SONG0470517913

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Stephen King
Editore: John Wiley and Sons Ltd, United Kingdom (2008)
ISBN 10: 0470517913 ISBN 13: 9780470517918
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Descrizione libro John Wiley and Sons Ltd, United Kingdom, 2008. Hardback. Condizione libro: New. 242 x 172 mm. Language: English . Brand New Book. 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. Codice libro della libreria AAH9780470517918

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Stephen King
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Descrizione libro John Wiley and Sons Ltd. Hardback. Condizione libro: new. BRAND NEW, A Master Class in Brand Planning: The Timeless Works of Stephen King, Judie Lannon, Merry Baskin, 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. Codice libro della libreria B9780470517918

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Stephen King
Editore: John Wiley and#38; Sons (2007)
ISBN 10: 0470517913 ISBN 13: 9780470517918
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Descrizione libro John Wiley and#38; Sons, 2007. HRD. Condizione libro: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Codice libro della libreria FW-9780470517918

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ISBN 10: 0470517913 ISBN 13: 9780470517918
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Descrizione libro Wiley, 2007. Condizione libro: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: IntroductionAbout the Book: How it HappenedAcknowledgementsAbout the ContributorsPART I PLANNING: ROLE AND STRUCTURE1 Who Do You Think You Are?Malcolm White1.1 The Anatomy of Account Planning (Stephen King)1.2 The Origins of Account Planning (John Treasure)1.3 How I Started Account Planning in Agencies (Stanley Pollitt)2 How Brands and the Skills of Branding have FloweredRita Clifton2.1 What is a Brand? (Stephen King)3 The Price of Freedom is Eternal VigilanceRory Sutherland3.1 Advertising: Art and Science (Stephen King)4 The Market's Evolved, Why Hasn't Planning?Merry Baskin4.1 Strategic Development of Brands (Stephen King)5 Learning and Improvement, Not Proof and Magic SolutionsWilliam Eccleshare5.1 Improving Advertising Decisions (Stephen King)6 The Media Planner's RevengeMarco Rimini6.1 Inter-media Decisions: Implications for Agency Structure (Stephen King)PART II PLANNING: CRAFT SKILLS7 A Revolutionary Challenge to ConventionalWisdomPaul Feldwick7.1 What Can Pre-testing Do? (Stephen King)8 FourWisest Principles You Will Ever ReadSimon Clemmow8.1 Practical Progress from a Theory of Advertisements (Stephen King)9 JWT's Debt to Stephen KingGuy Murphy9.1 In Pursuit of an Intense Response (Rosemarie Ryan and Ty Montague)9.2 Advertising Idea (Stephen King - from JWT Toolkit)9.3 JWT Engagement Planning in China: The Art of Idea Management (Tom Doctoroff)10 Short-Term Effects may be Easier to Measure but Long-Term Effects are More ImportantTim Broadbent10.1 Setting Advertising Budgets for Lasting Effects (Stephen King)PART III MARKET RESEARCH11 A Theory that Built a CompanyMike Hall11.1 Can Research Evaluate the Creative Content of Advertising? (Stephen King)12 The Great Bridge Builder: Searching for Order out of ChaosCreenagh Lodge12.1 Advertising Research for New Brands (Stephen King)13 You Can't Make Sense of Facts until you've Had an IdeaKevin McLean13.1 Applying Research to Decision Making (Stephen King)14 Measuring Public Opinion in an IndividualisticWorldChris Forrest14.1 Conflicts in Democracy: The Need for More Opinion Research (Stephen King)15 The Perfect Role Model for Researchers TodayDa. Codice libro della libreria ABE_book_new_0470517913

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Stephen King
Editore: John Wiley & Sons 2007-10-26 (2007)
ISBN 10: 0470517913 ISBN 13: 9780470517918
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Descrizione libro John Wiley & Sons 2007-10-26, 2007. Condizione libro: New. Brand new book, sourced directly from publisher. Dispatch time is 24-48 hours from our warehouse. Book will be sent in robust, secure packaging to ensure it reaches you securely. Codice libro della libreria NU-LBR-00464679

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Stephen King
ISBN 10: 0470517913 ISBN 13: 9780470517918
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Descrizione libro 2007. Hardcover. Condizione libro: New. 1st. 182mm x 29mm x 246mm. Hardcover. 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 valuab.Shipping may be from multiple locations in the US or from the UK, depending on stock availability. 396 pages. 0.844. Codice libro della libreria 9780470517918

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Stephen King
Editore: Wiley John + Sons (2007)
ISBN 10: 0470517913 ISBN 13: 9780470517918
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Descrizione libro Wiley John + Sons, 2007. Condizione libro: New. Codice libro della libreria L9780470517918

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Stephen King
Editore: Wiley John & Sons Okt 2007 (2007)
ISBN 10: 0470517913 ISBN 13: 9780470517918
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Descrizione libro Wiley John & Sons Okt 2007, 2007. Buch. Condizione libro: Neu. 239x162x51 mm. Neuware - 'What is a Brand ' by Stephen King was one of the most influential pieces of work ever and has had a lasting influence on the way in which I think about brands. A few years ago I had the extraordinary experience of re-visiting the video of it made by Stephen and Jeremy Bullmore and the stunning thing was how prescient they had been some thirty years previously. Indeed, the only thing they had not foreseen was the internet - everything else they got right. 396 pp. Englisch. Codice libro della libreria 9780470517918

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