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The Resource Advertising account planning : a practical guide, Larry D. Kelley and Donald W. Jugenheimer, (electronic resource)

Advertising account planning : a practical guide, Larry D. Kelley and Donald W. Jugenheimer, (electronic resource)

Label
Advertising account planning : a practical guide
Title
Advertising account planning
Title remainder
a practical guide
Statement of responsibility
Larry D. Kelley and Donald W. Jugenheimer
Creator
Contributor
Subject
Language
eng
Biography type
collective biography
Cataloging source
MiAaPQ
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
Advertising account planning : a practical guide, Larry D. Kelley and Donald W. Jugenheimer, (electronic resource)
Label
Advertising account planning : a practical guide, Larry D. Kelley and Donald W. Jugenheimer, (electronic resource)
Link
http://libproxy.rpi.edu/login?url=https://ebookcentral.proquest.com/lib/connectny/detail.action?docID=302399
Publication
Related Contributor
Related Location
Related Agents
Related Authorities
Related Subjects
Bibliography note
Includes bibliographical references and index
Color
multicolored
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 -- 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
Dimensions
unknown
http://library.link/vocab/discovery_link
{'f': 'http://opac.lib.rpi.edu/record=b4002437'}
Extent
viii, 156 p.
Form of item
  • online
  • electronic
Other physical details
ill.
Reproduction note
Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
Specific material designation
remote

Library Locations

    • Folsom LibraryBorrow it
      110 8th St, Troy, NY, 12180, US
      42.729766 -73.682577
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