Advertising account planning a practical guide /
Sábháilte in:
| Príomhchruthaitheoir: | |
|---|---|
| Údar corparáideach: | |
| Rannpháirtithe: | |
| Formáid: | Leictreonach Ríomhleabhar |
| Teanga: | Béarla |
| Foilsithe / Cruthaithe: |
Armonk, N.Y. :
M.E. Sharpe,
c2006.
|
| Ábhair: | |
| Rochtain ar líne: | An electronic book accessible through the World Wide Web; click to view |
| Clibeanna: |
Cuir clib leis
Níl clibeanna ann, Bí ar an gcéad duine le clib a chur leis an taifead seo!
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Clár na nÁbhar:
- 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.