Info
A master class in brand planning [[electronic resource] ] : the timeless works of Stephen King / / edited by Judie Lannon, Merry Baskin
| A master class in brand planning [[electronic resource] ] : the timeless works of Stephen King / / edited by Judie Lannon, Merry Baskin |
| Autore | King Stephen <1931-2006.> |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Chichester, West Sussex, England ; ; Hoboken, NJ, : John Wiley & Sons, c2007 |
| Descrizione fisica | 1 online resource (397 p.) |
| Disciplina | 658.8/27 |
| Altri autori (Persone) |
LannonJudie
BaskinMerry |
| Soggetto topico |
Branding (Marketing) - Management
New products Brand name products Advertising - Management Marketing research |
| ISBN |
1-119-20871-8
1-282-34290-8 9786612342905 0-470-72521-4 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
A 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
10 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) 20 A Challenge to Change Behaviour -- Resume of Stephen King's life -- Index. |
| Record Nr. | UNINA-9910146101303321 |
King Stephen <1931-2006.>
|
||
| Chichester, West Sussex, England ; ; Hoboken, NJ, : John Wiley & Sons, c2007 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
A master class in brand planning : the timeless works of Stephen King / / edited by Judie Lannon, Merry Baskin
| A master class in brand planning : the timeless works of Stephen King / / edited by Judie Lannon, Merry Baskin |
| Autore | King Stephen <1931-2006.> |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Chichester, West Sussex, England ; ; Hoboken, NJ, : John Wiley & Sons, c2007 |
| Descrizione fisica | 1 online resource (397 p.) |
| Disciplina | 658.8/27 |
| Altri autori (Persone) |
LannonJudie
BaskinMerry |
| Soggetto topico |
Branding (Marketing) - Management
New products Brand name products Advertising - Management Marketing research |
| ISBN |
9786612342905
9781119208716 1119208718 9781282342903 1282342908 9780470725214 0470725214 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
A 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
10 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) 20 A Challenge to Change Behaviour -- Resume of Stephen King's life -- Index. |
| Record Nr. | UNINA-9910810912003321 |
|
King Stephen <1931-2006.>
|
||
| Chichester, West Sussex, England ; ; Hoboken, NJ, : John Wiley & Sons, c2007 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||