LEADER 04505nam 2200757 a 450 001 9910146101303321 005 20211111080202.0 010 $a1-119-20871-8 010 $a1-282-34290-8 010 $a9786612342905 010 $a0-470-72521-4 035 $a(CKB)1000000000724727 035 $a(EBL)470206 035 $a(OCoLC)609848866 035 $a(SSID)ssj0000302669 035 $a(PQKBManifestationID)11947566 035 $a(PQKBTitleCode)TC0000302669 035 $a(PQKBWorkID)10274395 035 $a(PQKB)10599966 035 $a(WaSeSS)IndRDA00117443 035 $a(Au-PeEL)EBL470206 035 $a(CaPaEBR)ebr10300872 035 $a(CaONFJC)MIL234290 035 $a(CaSebORM)9781119994909 035 $a(MiAaPQ)EBC470206 035 $a(EXLCZ)991000000000724727 100 $a20070827d2007 uy 0 101 0 $aeng 135 $aurunu---||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 12$aA master class in brand planning$b[electronic resource] $ethe timeless works of Stephen King /$fedited by Judie Lannon, Merry Baskin 205 $a1st edition 210 $aChichester, West Sussex, England ;$aHoboken, NJ $cJohn Wiley & Sons$dc2007 210 $dİ2007 215 $a1 online resource (397 p.) 300 $aA selection of King's papers published during the past 30 years, with commentaries by current marketing practitioners. 311 $a1-119-99490-X 311 $a0-470-51791-3 320 $aIncludes bibliographical references and index. 327 $aA Master Class in Brand Planning; Contents; Introduction; About the Book: How it Happened; Acknowledgements; About the Contributors; PART I PLANNING: ROLE AND STRUCTURE; 1 Who Do You Think You Are?; 2 How Brands and the Skills of Branding have Flowered; 3 The Price of Freedom is Eternal Vigilance; 4 The Market's Evolved, Why Hasn't Planning?; 5 Learning and Improvement, Not Proof and Magic Solutions; 6 The Media Planner's Revenge; PART II PLANNING: CRAFT SKILLS; 7 A Revolutionary Challenge to Conventional Wisdom; 8 Four of the Wisest Principles You Will Ever Read; 9 JWT's Debt to Stephen King 327 $a10 Short-Term Effects may be Easier to Measure but Long-Term Effects are More Important PART III MARKET RESEARCH; 11 A Theory that Built a Company; 12 The Great Bridge Builder: Searching for Order out of Chaos; 13 You Can't Make Sense of Facts until you've Had an Idea; 14 Measuring Public Opinion in an Individualistic World; 15 The Perfect Role Model for Researchers Today; PART IV MARKETING - GENERAL; 16 Old Brands Never Die. They Just get Sold for a Huge Profit; 17 The Retail Revolution gets Underway; 18 A Robust Defence of what Brand Advertising is For; 19 The Train to Strawberry Hill (1744) 327 $a20 A Challenge to Change Behaviour -- Resume of Stephen King's life -- Index. 330 $aIn 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 the worth of this material is that the principles underlying his thinking are entirely appropriate to marketing communications in today's more complex media environment." "The book serves as a reference book for today's practitioners, as well as a source of contemporary thinking." 606 $aBranding (Marketing)$xManagement 606 $aNew products 606 $aBrand name products 606 $aAdvertising$xManagement 606 $aMarketing research 615 0$aBranding (Marketing)$xManagement. 615 0$aNew products. 615 0$aBrand name products. 615 0$aAdvertising$xManagement. 615 0$aMarketing research. 676 $a658.8/27 700 $aKing$b Stephen$f1931-2006.$0988871 701 $aLannon$b Judie$0988872 701 $aBaskin$b Merry$0988873 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910146101303321 996 $aA master class in brand planning$92261366 997 $aUNINA