A Master Class in Brand Planning "The Timeless Works of Stephen King"

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King, Stephen

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ISBN:9780470517918
Editorial: Wiley & Sons Ltd.
Fecha de la edición:2007
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Nº Pág.:396
Idiomas:Ingles,Inglés

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/ Marketing

In 1988, on Stephen King's retirement JWT published 'The King Papers' a small collection of Stephen King's published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine. This book is comprised of a selection of 20-25 of Stephen King's most important articles, each one introduced by a known and respected practitioner who, in turn, describes the relevance of the particular original idea to the communications environment of today. The worth of this material is that, although the context in which the original papers were written is different, the principles themselves are appropriate to marketing communications in today's more complex media environment. The book will serve as a valuable reference book for today's practitioners, as well as a unique source of sophisticated, contemporary thinking.

Introduction
About the Book: How it Happened
Acknowledgements
About the Contributors
Pt. I Planning: Role and Structure 1
1 Who Do You Think You Are? by Malcolm While 3
1.1 The Anatomy of Account Planning by Stephen King 7
1.2 The Origins of Account Planning by John Treasure 13
1.3 How I Started Account Planning in Agencies by Stanley Pollitt 19
2 How Brands and the Skills of Branding have Flowered by Rita Clifton 23
2.1 What is a Brand? by Stephen King 27
3 The Price of Freedom is Eternal Vigilance by Rory Sutherland 41
3.1 Advertising: Art and Science by Stephen King 45
4 The Market's Evolved, Why Hasn't Planning? by Merry Baskin 59
4.1 Strategic Development of Brands by Stephen King 63
5 Learning and Improvement, Not Proof and Magic Solutions by William Eccleshare 69
5.1 Improving Advertising Decisions by Stephen King 73
6 The Media Planner's Revenge by Marco Rimini 87
6.1 Inter-media Decisions: Implications for Agency Structure by Stephen King 91
Pt. II Planning: Craft Skills 105
7 A Revolutionary Challenge to Conventional Wisdom by Paul Feldwick 107
7.1 What Can Pre-testing Do? by Stephen King 111
8 Four of the Wisest Principles You Will Ever Read by Simon Clemmow 119
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