a practical guide Kelley, Larry D. 1955- creator Jugenheimer, Donald W. ebrary, Inc text bibliography biography Electronic books. nyu Armonk, N.Y M.E. Sharpe c2006 2006 monographic eng

electronic

electronic resource

viii, 156 p. : ill. 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. Larry D. Kelley and Donald W. Jugenheimer. Includes bibliographical references and index. Electronic reproduction. Palo Alto, Calif. : ebrary, 2013. Available via World Wide Web. Access may be limited to ebrary affiliated libraries. Advertising Advertising Management Advertising campaigns HF5823 .K344 2006eb 659.1/11 http://site.ebrary.com/lib/strathmore/Doc?id=10178054 http://site.ebrary.com/lib/strathmore/Doc?id=10178054 CaPaEBR 060201 20260707193159.0 ebr10178054