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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:   eBook : Document : EnglishView all editions and formats
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. This book is comprised of a selection of 20-25 of Stephen King's most important articles, each one introduced by a known and respected practitioner who, in turn, describes the relevance of  Read more...
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Genre/Form: Electronic books
Electronic book
Additional Physical Format: Print version:
King, Stephen, 1931-
Master class in brand planning.
Chichester, West Sussex, England ; Hoboken, NJ : John Wiley & Sons, ©2007
(DLC) 2007035534
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Stephen King; Judie Lannon; Merry Baskin
ISBN: 9781119208716 1119208718 9780470725214 0470725214 9781119994909 111999490X 1282342908 9781282342903
OCLC Number: 647782734
Description: 1 online resource (xliii, 351 pages) : illustrations
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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Abstract:

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  Read more...

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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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