.

0 (hodnocen0 x )

EB

ONLINE

Armonk, N.Y. : M.E. Sharpe, c2006

1 online resource (viii, 156 p.) : ill

ISBN 0765617293 (cloth : alk. paper)

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.

Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries

001694170

full

(Au-PeEL)EBL302399

(CaONFJC)MIL91279

(CaPaEBR)ebr10178054

(MiAaPQ)EBC302399

(OCoLC)437183431