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Kelley, Larry

Advertising account planning: a practical guide - 1a ed - New York: M.E. Sharpe, 2006 - 156 p.; 23 cm

Incluye índice

2006

Contents: 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 - googs case study: chiffon margarine. Retail case study: kmart and sears

ISBN: 978-0-7656-1729-3

Subjects--Topical Terms:
Marketing - Publicidad

Dewey Class. No.: 659.1