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1. |
Record Nr. |
UNINA9910457572103321 |
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Autore |
Kelley Larry D. <1955-> |
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Titolo |
Advertising account planning [[electronic resource] ] : a practical guide / / Larry D. Kelley and Donald W. Jugenheimer |
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Pubbl/distr/stampa |
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Armonk, N.Y., : M.E. Sharpe, c2006 |
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ISBN |
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1-280-91279-0 |
9786610912797 |
0-7656-2209-2 |
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Descrizione fisica |
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1 online resource (168 p.) |
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Altri autori (Persone) |
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Disciplina |
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Soggetti |
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Advertising |
Advertising - Management |
Advertising campaigns |
Electronic books. |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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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. |
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Sommario/riassunto |
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Covers the critical role of the account planner in advertising. This work follows the logical progression of the account-planning task from start to finish, including understanding the customer, defining the target market, defining the benefit, brand positioning, the creative brief, and |
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2. |
Record Nr. |
UNINA9910706982903321 |
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Autore |
Geldon Arthur L. |
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Titolo |
Geology of Paleozoic rocks in the Upper Colorado River Basin in Arizona, Colorado, New Mexico, Utah, and Wyoming, excluding the San Juan Basin / / by Arthur L. Geldon |
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Pubbl/distr/stampa |
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[Washington, D.C.] : , : U.S. Department of the Interior, U.S. Geological Survey, , 2003 |
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Edizione |
[Version 1.0.] |
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Descrizione fisica |
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1 online resource (ix, 85 pages) : illustrations (some color), maps (some color) |
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Collana |
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U.S. Geological Survey professional paper ; ; 1411-A |
Regional aquifer-system analysis--Upper Colorado River Basin, excluding San Juan Basin |
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Soggetti |
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Geology, Stratigraphic - Paleozoic |
Geology - Colorado River Watershed (Colo.-Mexico) |
Geology |
Geology, Stratigraphic |
Paleozoic Geologic Period |
North America Colorado River Watershed |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Nota di bibliografia |
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Includes bibliographical references (pages 76-85). |
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3. |
Record Nr. |
UNISA996210641603316 |
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Titolo |
ASCI journal of management |
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Pubbl/distr/stampa |
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Hyderabad, : Administrative Staff College of India, [1971]- |
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Descrizione fisica |
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Disciplina |
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Soggetti |
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Industrial management - Study and teaching - India |
Industrial management - Study and teaching |
Entwicklung |
Management |
Indien |
Periodicals. |
India |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Periodico |
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Note generali |
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Refereed/Peer-reviewed |
Title from cover. |
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