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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
Opac: Controlla la disponibilità qui
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
Opac: Controlla la disponibilità qui