| Description |
viii, 156 p. : ill. |
| Bibliography |
Includes bibliographical references and index. |
| 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 -- 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. |
| Reproduction |
Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. |
| Subject |
Advertising.
|
|
Advertising -- Management.
|
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Advertising campaigns.
|
| Genre/Form |
Electronic books.
|
| Added Author |
Jugenheimer, Donald W.
|
|
ProQuest (Firm)
|
| ISBN |
0765617293 (cloth : alk. paper) |
|
