- King, Stephen, 1931-.
- Lannon, Judie.
- Baskin, Merry.
- Communication in marketing
- Brand name products.
- 0470517913 (hbk.)
- 9780470517918 (hbk.)
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- Includes bibliographical references and index.
- IntroductionAbout the Book: How it HappenedAcknowledgementsAbout the ContributorsPART I PLANNING: ROLE AND STRUCTURE1 Who Do You Think You Are?Malcolm White1.1 The Anatomy of Account Planning (Stephen King)1.2 The Origins of Account Planning (John Treasure)1.3 How I Started Account Planning in Agencies (Stanley Pollitt)2 How Brands and the Skills of Branding have FloweredRita Clifton2.1 What is a Brand? (Stephen King)3 The Price of Freedom is Eternal VigilanceRory Sutherland3.1 Advertising: Art and Science (Stephen King)4 The Market's Evolved, Why Hasn't Planning?Merry Baskin4.1 Strategic Development of Brands (Stephen King)5 Learning and Improvement, Not Proof and Magic SolutionsWilliam Eccleshare5.1 Improving Advertising Decisions (Stephen King)6 The Media Planner's RevengeMarco Rimini6.1 Inter-media Decisions: Implications for Agency Structure (Stephen King)PART II PLANNING: CRAFT SKILLS7 A Revolutionary Challenge to ConventionalWisdomPaul Feldwick7.1 What Can Pre-testing Do? (Stephen King)8 FourWisest Principles You Will Ever ReadSimon Clemmow8.1 Practical Progress from a Theory of Advertisements (Stephen King)9 JWT's Debt to Stephen KingGuy Murphy9.1 In Pursuit of an Intense Response (Rosemarie Ryan and Ty Montague)9.2 Advertising Idea (Stephen King - from JWT Toolkit)9.3 JWT Engagement Planning in China: The Art of Idea Management (Tom Doctoroff)10 Short-Term Effects may be Easier to Measure but Long-Term Effects are More ImportantTim Broadbent10.1 Setting Advertising Budgets for Lasting Effects (Stephen King)PART III MARKET RESEARCH11 A Theory that Built a CompanyMike Hall11.1 Can Research Evaluate the Creative Content of Advertising? (Stephen King)12 The Great Bridge Builder: Searching for Order out of ChaosCreenagh Lodge12.1 Advertising Research for New Brands (Stephen King)13 You Can't Make Sense of Facts until you've Had an IdeaKevin McLean13.1 Applying Research to Decision Making (Stephen King)14 Measuring Public Opinion in an IndividualisticWorldChris Forrest14.1 Conflicts in Democracy: The Need for More Opinion Research (Stephen King)15 The Perfect Role Model for Researchers TodayDavid Smith15.1 Tomorrow's Research (Stephen King)PART IV MARKETING - GENERAL16 Old Brands Never Die. They Just get Sold for a Huge ProfitMartin Deboo16.1 What Makes New Brands Succeed? (Stephen King)17 The Retail Revolution gets UnderwayAndrew Seth17.1 What's New about the New Advertisers? (Stephen King)18 A Robust Defence of what Brand Advertising is ForStephen Carter18.1 New Brands: Barriers to Entry? (Stephen King)19 The Train to Strawberry HillHugh Burkitt19.1 Has Marketing Failed, or was it Never Really Tried? (Stephen King)20 A Challenge to Change BehaviourNeil Cassie20.1 Brand Building in the 1990s (Stephen King)Resume of Stephen King's lifeIndex
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