Advertising account planning: a practical guide
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Armonk, N.Y.
M.E. Sharpe
c2006
|
| Schlagworte: | |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | viii, 156 p. |
| ISBN: | 0765617293 |
Internformat
MARC
| LEADER | 00000nmm a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV044125134 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 007 | cr|uuu---uuuuu | ||
| 008 | 170217s2006 |||| o||u| ||||||eng d | ||
| 020 | |a 0765617293 |c cloth : alk. paper |9 0-7656-1729-3 | ||
| 035 | |a (ZDB-30-PAD)EBC302399 | ||
| 035 | |a (ZDB-89-EBL)EBL302399 | ||
| 035 | |a (OCoLC)272563338 | ||
| 035 | |a (DE-599)BVBBV044125134 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 082 | 0 | |a 659.1/11 |2 22 | |
| 100 | 1 | |a Kelley, Larry D. |d 1955- |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Advertising account planning |b a practical guide |c Larry D. Kelley and Donald W. Jugenheimer |
| 264 | 1 | |a Armonk, N.Y. |b M.E. Sharpe |c c2006 | |
| 300 | |a viii, 156 p. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 505 | 0 | |a 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 | |
| 505 | 0 | |a 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 | |
| 650 | 4 | |a Advertising | |
| 650 | 4 | |a Advertising |x Management | |
| 650 | 4 | |a Advertising campaigns | |
| 700 | 1 | |a Jugenheimer, Donald W. |e Sonstige |4 oth | |
| 912 | |a ZDB-30-PAD |a ZDB-30-PBE | ||
| 999 | |a oai:aleph.bib-bvb.de:BVB01-029531979 | ||
Datensatz im Suchindex
| _version_ | 1804177209308479488 |
|---|---|
| any_adam_object | |
| author | Kelley, Larry D. 1955- |
| author_facet | Kelley, Larry D. 1955- |
| author_role | aut |
| author_sort | Kelley, Larry D. 1955- |
| author_variant | l d k ld ldk |
| building | Verbundindex |
| bvnumber | BV044125134 |
| collection | ZDB-30-PAD ZDB-30-PBE |
| 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 |
| ctrlnum | (ZDB-30-PAD)EBC302399 (ZDB-89-EBL)EBL302399 (OCoLC)272563338 (DE-599)BVBBV044125134 |
| dewey-full | 659.1/11 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1/11 |
| dewey-search | 659.1/11 |
| dewey-sort | 3659.1 211 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02032nmm a2200373zc 4500</leader><controlfield tag="001">BV044125134</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">cr|uuu---uuuuu</controlfield><controlfield tag="008">170217s2006 |||| o||u| ||||||eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0765617293</subfield><subfield code="c">cloth : alk. paper</subfield><subfield code="9">0-7656-1729-3</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-30-PAD)EBC302399</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-89-EBL)EBL302399</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)272563338</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV044125134</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">659.1/11</subfield><subfield code="2">22</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Kelley, Larry D.</subfield><subfield code="d">1955-</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Advertising account planning</subfield><subfield code="b">a practical guide</subfield><subfield code="c">Larry D. Kelley and Donald W. Jugenheimer</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Armonk, N.Y.</subfield><subfield code="b">M.E. Sharpe</subfield><subfield code="c">c2006</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">viii, 156 p.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references and index</subfield></datafield><datafield tag="505" ind1="0" ind2=" "><subfield code="a">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</subfield></datafield><datafield tag="505" ind1="0" ind2=" "><subfield code="a">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</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Advertising</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Advertising</subfield><subfield code="x">Management</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Advertising campaigns</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Jugenheimer, Donald W.</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-30-PAD</subfield><subfield code="a">ZDB-30-PBE</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-029531979</subfield></datafield></record></collection> |
| id | DE-604.BV044125134 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:44:26Z |
| institution | BVB |
| isbn | 0765617293 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-029531979 |
| oclc_num | 272563338 |
| open_access_boolean | |
| physical | viii, 156 p. |
| psigel | ZDB-30-PAD ZDB-30-PBE |
| publishDate | 2006 |
| publishDateSearch | 2006 |
| publishDateSort | 2006 |
| publisher | M.E. Sharpe |
| record_format | marc |
| spelling | Kelley, Larry D. 1955- Verfasser aut Advertising account planning a practical guide Larry D. Kelley and Donald W. Jugenheimer Armonk, N.Y. M.E. Sharpe c2006 viii, 156 p. txt rdacontent c rdamedia cr rdacarrier Includes bibliographical references and index 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 Advertising Advertising Management Advertising campaigns Jugenheimer, Donald W. Sonstige oth |
| spellingShingle | Kelley, Larry D. 1955- Advertising account planning a practical guide 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 Advertising Advertising Management Advertising campaigns |
| title | Advertising account planning a practical guide |
| title_auth | Advertising account planning a practical guide |
| title_exact_search | Advertising account planning a practical guide |
| title_full | Advertising account planning a practical guide Larry D. Kelley and Donald W. Jugenheimer |
| title_fullStr | Advertising account planning a practical guide Larry D. Kelley and Donald W. Jugenheimer |
| title_full_unstemmed | Advertising account planning a practical guide Larry D. Kelley and Donald W. Jugenheimer |
| title_short | Advertising account planning |
| title_sort | advertising account planning a practical guide |
| title_sub | a practical guide |
| topic | Advertising Advertising Management Advertising campaigns |
| topic_facet | Advertising Advertising Management Advertising campaigns |
| work_keys_str_mv | AT kelleylarryd advertisingaccountplanningapracticalguide AT jugenheimerdonaldw advertisingaccountplanningapracticalguide |