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- 2010022585 contributor B11763707.
- 2010022585 contributor B11763708.
- 2010022585 created "c2011.".
- 2010022585 date "2011".
- 2010022585 date "c2011.".
- 2010022585 dateCopyrighted "c2011.".
- 2010022585 description "Account planning history and practice -- The role that account planning plays in a campaign -- Brand destination planning -- Situation analysis -- Benchmarking consumer perceptions -- Understanding the consumer mindset -- Developing insights -- The role of advertising -- Segmenting the target market -- Brand positioning -- Brand personality -- Brand essence -- What is a big idea -- Briefing the team to get a great campaign -- Account planning and IMC -- Measuring the success of a campaign -- Business-to-business case study: recon software -- Packaged-goods case study: Chiffon margarine -- Retail case study: Kmart and Sears.".
- 2010022585 description "Includes bibliographical references and index.".
- 2010022585 extent "ix, 214 p. :".
- 2010022585 identifier "0765625636 (hbk. : alk. paper)".
- 2010022585 identifier "9780765625632 (hbk. : alk. paper)".
- 2010022585 issued "2011".
- 2010022585 issued "c2011.".
- 2010022585 language "eng".
- 2010022585 publisher "Armonk, N.Y. : M.E. Sharpe, Inc.,".
- 2010022585 subject "659.1/11 22".
- 2010022585 subject "Advertising Management.".
- 2010022585 subject "Advertising campaigns.".
- 2010022585 subject "Advertising.".
- 2010022585 subject "HF5823 .K344 2011".
- 2010022585 tableOfContents "Account planning history and practice -- The role that account planning plays in a campaign -- Brand destination planning -- Situation analysis -- Benchmarking consumer perceptions -- Understanding the consumer mindset -- Developing insights -- The role of advertising -- Segmenting the target market -- Brand positioning -- Brand personality -- Brand essence -- What is a big idea -- Briefing the team to get a great campaign -- Account planning and IMC -- Measuring the success of a campaign -- Business-to-business case study: recon software -- Packaged-goods case study: Chiffon margarine -- Retail case study: Kmart and Sears.".
- 2010022585 title "Advertising account planning : planning and managing an IMC campaign / Larry D. Kelley and Donald W. Jugenheimer.".
- 2010022585 type "text".