Advertising account planning a practical guide /

Сохранить в:
Библиографические подробности
Главный автор: Kelley, Larry D., 1955-
Соавтор: ebrary, Inc
Другие авторы: Jugenheimer, Donald W.
Формат: Электронный ресурс eКнига
Язык:английский
Опубликовано: Armonk, N.Y. : M.E. Sharpe, c2006.
Предметы:
Online-ссылка:An electronic book accessible through the World Wide Web; click to view
Метки: Добавить метку
Нет меток, Требуется 1-ая метка записи!
Оглавление:
  • Preface and acknowledgments
  • What is account planning?
  • Situation analysis
  • Understanding the customer
  • Defining the target market
  • Defining the benefit
  • Brand personality
  • Brand positioning
  • The creative brief
  • Media and account planning
  • Measuring success
  • Business-to-business case study: Recon software
  • Packaged-goods case study: Chiffon margarine
  • Retail case study : Kmart and Sears
  • Index
  • About the authors.
  • Contents
  • Preface and acknowledgments
  • What is account planning?
  • Situation analysis
  • Understanding the customer
  • Defining the target market
  • Defining the benefit
  • Brand personality
  • Brand positioning
  • The creative brief
  • Media and account planning
  • Measuring success
  • Business-to-business case study: recon software
  • Packaged goods case study: chiffon margarine
  • Retail case study : Kmart and Sears
  • Index.