| 000 | 02289nam a22003734a 4500 | ||
|---|---|---|---|
| 001 | ebr10178054 | ||
| 003 | CaPaEBR | ||
| 005 | 20260707193159.0 | ||
| 006 | m u | ||
| 007 | cr cn||||||||| | ||
| 008 | 060201s2006 nyua sb 001 0ceng | ||
| 010 | _z 2006003659 | ||
| 020 | _z0765617293 (cloth : alk. paper) | ||
| 040 |
_aCaPaEBR _cCaPaEBR |
||
| 035 | _a(OCoLC)272563338 | ||
| 050 | 1 | 4 |
_aHF5823 _b.K344 2006eb |
| 082 | 0 | 4 |
_a659.1/11 _222 |
| 100 | 1 |
_aKelley, Larry D., _d1955- _9146768 |
|
| 245 | 1 | 0 |
_aAdvertising account planning _h[electronic resource] : _ba practical guide / _cLarry D. Kelley and Donald W. Jugenheimer. |
| 260 |
_aArmonk, N.Y. : _bM.E. Sharpe, _cc2006. |
||
| 300 |
_aviii, 156 p. : _bill. |
||
| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | _aPreface 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. | |
| 505 | 0 | _aContents -- 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. | |
| 533 |
_aElectronic reproduction. _bPalo Alto, Calif. : _cebrary, _d2013. _nAvailable via World Wide Web. _nAccess may be limited to ebrary affiliated libraries. |
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| 650 | 0 |
_aAdvertising. _97454 |
|
| 650 | 0 |
_aAdvertising _xManagement. _9146769 |
|
| 650 | 0 |
_aAdvertising campaigns. _9121446 |
|
| 655 | 7 |
_aElectronic books. _2local _9190 |
|
| 700 | 1 |
_aJugenheimer, Donald W. _9146770 |
|
| 710 | 2 |
_aebrary, Inc. _9191 |
|
| 856 | 4 | 0 |
_uhttp://site.ebrary.com/lib/strathmore/Doc?id=10178054 _zAn electronic book accessible through the World Wide Web; click to view |
| 942 | _cEBK | ||
| 999 |
_c230855 _d202107 |
||