A master class in brand planning: the timeless works of Stephen King
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Chichester, West Sussex, England
John Wiley & Sons
©2007
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| Schlagworte: | |
| Online-Zugang: | Volltext Buchcover |
| Beschreibung: | A selection of King's papers published during the past 30 years, with commentaries by current marketing practitioners Includes bibliographical references and index 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 |
| Beschreibung: | 1 Online-Ressource (xliii, 351 pages) |
| ISBN: | 9780470725214 0470725214 9781119994909 111999490X |
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| 500 | |a A selection of King's papers published during the past 30 years, with commentaries by current marketing practitioners | ||
| 500 | |a Includes bibliographical references and index | ||
| 500 | |a 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 | ||
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| 650 | 4 | |a Branding (Marketing) |x Management | |
| 650 | 4 | |a New products | |
| 650 | 4 | |a Brand name products | |
| 650 | 4 | |a Advertising |x Management | |
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Datensatz im Suchindex
| _version_ | 1804175295754797056 |
|---|---|
| any_adam_object | 1 |
| author | King, Stephen |
| author_facet | King, Stephen |
| author_role | aut |
| author_sort | King, Stephen |
| author_variant | s k sk |
| building | Verbundindex |
| bvnumber | BV042967975 |
| classification_rvk | QP 624 |
| collection | ZDB-4-EBA ZDB-4-EBU |
| ctrlnum | (OCoLC)647782734 (DE-599)BVBBV042967975 |
| dewey-full | 658.8/27 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/27 |
| dewey-search | 658.8/27 |
| dewey-sort | 3658.8 227 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| indexdate | 2024-07-10T07:14:01Z |
| institution | BVB |
| isbn | 9780470725214 0470725214 9781119994909 111999490X |
| language | English |
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| spelling | King, Stephen Verfasser aut A master class in brand planning the timeless works of Stephen King edited by Judie Lannon, Merry Baskin Chichester, West Sussex, England John Wiley & Sons ©2007 1 Online-Ressource (xliii, 351 pages) txt rdacontent c rdamedia cr rdacarrier A selection of King's papers published during the past 30 years, with commentaries by current marketing practitioners Includes bibliographical references and index 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 BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Wirtschaft Branding (Marketing) Management New products Brand name products Advertising Management Marketing research Marke (DE-588)4074577-6 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Werbung (DE-588)4065541-6 s Marke (DE-588)4074577-6 s 1\p DE-604 Lannon, Judie Sonstige oth Baskin, Merry Sonstige oth Erscheint auch als Druck-Ausgabe, Hardcover 978-0-470-51791-8 Erscheint auch als Druck-Ausgabe, Hardcover 0-470-51791-3 http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=323469 Aggregator Volltext SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028393841&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Buchcover 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | King, Stephen A master class in brand planning the timeless works of Stephen King BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Wirtschaft Branding (Marketing) Management New products Brand name products Advertising Management Marketing research Marke (DE-588)4074577-6 gnd Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4074577-6 (DE-588)4065541-6 |
| title | A master class in brand planning the timeless works of Stephen King |
| title_auth | A master class in brand planning the timeless works of Stephen King |
| title_exact_search | A master class in brand planning the timeless works of Stephen King |
| title_full | A master class in brand planning the timeless works of Stephen King edited by Judie Lannon, Merry Baskin |
| title_fullStr | A master class in brand planning the timeless works of Stephen King edited by Judie Lannon, Merry Baskin |
| title_full_unstemmed | A master class in brand planning the timeless works of Stephen King edited by Judie Lannon, Merry Baskin |
| title_short | A master class in brand planning |
| title_sort | a master class in brand planning the timeless works of stephen king |
| title_sub | the timeless works of Stephen King |
| topic | BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Wirtschaft Branding (Marketing) Management New products Brand name products Advertising Management Marketing research Marke (DE-588)4074577-6 gnd Werbung (DE-588)4065541-6 gnd |
| topic_facet | BUSINESS & ECONOMICS / Advertising & Promotion Wirtschaft Branding (Marketing) Management New products Brand name products Advertising Management Marketing research Marke Werbung |
| url | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=323469 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028393841&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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