TY  - BOOK
AU  - 
TI  - Advertising account planning: a practical guide
SN  - 978-0-7656-1729-3
U1  - 659.1 
PY  - 2006///
CY  - New York: 
PB  - M.E. Sharpe, 
KW  - Marketing - Publicidad
N1  - Incluye índice; 2006
N2  - 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
ER  -