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E-mail Message: I thought you might be interested in this item at http://www.worldcat.org/oclc/503115702 Title: A master class in brand planning : the timeless works of Stephen King Author: Stephen King; Judie Lannon; Merry Baskin Publisher: Chichester, West Sussex, England ; Hoboken, NJ : John Wiley & Sons, ©2007. OCLC:503115702

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A master class in brand planning : the timeless works of Stephen King

Author:	Stephen King; Judie Lannon; Merry Baskin
Publisher:	Chichester, West Sussex, England ; Hoboken, NJ : John Wiley & Sons, ©2007.
Edition/Format:	Book : English
Summary:	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. Read more...
Rating:	(not yet rated) 0 with reviews - Be the first.

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Document Type:	Book
All Authors / Contributors:	Stephen King; Judie Lannon; Merry Baskin Find more information about:
OCLC Number:	503115702
Notes:	A selection of King's papers published during the past 30 years, with commentaries by current marketing practitioners. "Reprinted with corrections April 2008"--T.p. verso.
Description:	xliii, 351 p. : ill. ; 26 cm.
Contents:	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.
Responsibility:	edited by Judie Lannon, Merry Baskin.

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"Every planner needs this book - and the brave ones will give it to their clients, too." (Admap, November 2007) "A valuable reference book for today's practitioners, as well as a unique source of Read more...

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