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A master class in brand planning : the timeless works of Stephen King /
In 1988, on Stephen King's retirement JWT published 'The King Papers' a small collection of Stephen King's published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine. This book is comprised of a selection of 20-25 of...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Chichester, West Sussex, England ; Hoboken, NJ :
John Wiley & Sons,
©2007.
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| Temas: | |
| Acceso en línea: | Texto completo Texto completo |
Tabla de Contenidos:
- Part I. Planning: Role and structure
- Who do you think you are?
- How brands and the skills of branding have flowered
- The price of freedom is eternal vigilance
- The market's evolved, why hasn't the planning?
- Learning and improvement, not proof and magic solutions
- The media planner's revenge
- Part II. Planning: Craft skills
- A revolutionary challenge to conventional wisdom
- Four of the wisest principles you will ever read
- JWT's debt to Stephen King
- Short-term effects may be easier to measure but long-term effects are more important
- Part III. Market research
- A theory that built a company
- The great bridge builder: Searching for order out of chaos
- You can't make sense of facts until you've had an idea
- Measuring public opinion in an individualistic world
- The perfect role model for researchers today
- Part IV. Marketing[:]General
- Old brands never die. They just get sold for a huge profit
- The retail revolution gets underway
- A robust defence of what brand advertising is for
- The train to Strawberry Hill (1744)
- A challenge to change behaviour.