000 | 02428cam a2200337Ia 4500 | ||
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001 | ocn244795338 | ||
003 | OCoLC | ||
005 | 20240430145148.0 | ||
008 | 080902s2008 ilu 001 0 eng d | ||
019 | _a223919585 | ||
020 |
_a9781887229364 (pbk.) : _c47.50 |
||
020 |
_a1887229361 (pbk.) : _c47.50 |
||
035 |
_a(OCoLC)244795338 _z(OCoLC)223919585 |
||
040 |
_aUIU _cUIU _dBTCTA _dBAKER _dA6Q |
||
049 | _aTSAA | ||
050 | 4 |
_aHF5837 _b.R43 2008 |
|
090 |
_aHF 5837 _b.R43 2008 |
||
245 | 0 | 0 |
_aReadings in account planning / _cHart Weichselbaum, executive editor. |
260 |
_aChicago, Ill. : _bCopy Workship, _cc2008. |
||
300 |
_ax, 316 p. ; _c26 cm. |
||
504 | _aIncludes bibliographical references and index. | ||
505 | 0 | _aIntroduction: How I learned to be an account planner / Hart Weichselbaum -- The account planning revolution (from Hitting the sweet spot) / Bruce Bendinger -- How I started account planning in agencies / Stanley Pollitt -- Growing pains : planners on planning / Robert Lauterborn -- What is account planning? (and what do planners do exactly?) / Merry Baskins -- How advertising works : new steps on the advertising timeline / Mike Hall -- Defining a brand / Paul Feldwick -- Bedbury on brands : 2 articles from Fast company / Scott Bedbury -- Selections from Testing to destruction / Alan Hedges -- A review of qualitative methods (from Goodthinking) / Wendy Gordon -- When to gather, how to gather, what to gather / Alice Kendrick -- Seven exercises to sharpen your skills / Alice Kendrick -- Getting in character / Lisa Fortini-Campbell -- The coolhunt / Malcolm Gladwell -- Planning the new business pitch : a practical guide / Hart Weichselbaum -- The science of shopping / Malcolm Gladwell -- Above and beyond advertising planning / John Griffiths -- Your next job description : what clients think / Scott Lukas & Stephen Walker -- Not all Europeans are alike / John Heilemann - Writing creative briefs/Hart Weichselbaum. | |
650 | 0 |
_aAdvertising campaigns _zUnited States _xPlanning. _9124685 |
|
650 | 0 |
_aAdvertising _zUnited States. _9124688 |
|
650 | 0 |
_aAdvertising agencies _xCustomer services _zUnited States. _9124691 |
|
700 | 1 |
_aWeichselbaum, Hart. _9124692 |
|
907 |
_a35852 _b05-27-12 _c05-27-12 |
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942 |
_cBOOK _00 |
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998 |
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