A Master Class in Brand Planning (ePub)
The Timeless Works of Stephen King
(Sprache: Englisch)
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...
'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...
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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 the particular original idea to the
communications environment of today.
The worth of this material is that, although the context in
which the original papers were written is different, the principles
themselves are appropriate to marketing communications in
today's more complex media environment.
The book will serve as a valuable reference book for
today's practitioners, as well as a unique source of
sophisticated, contemporary thinking.
'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 the particular original idea to the
communications environment of today.
The worth of this material is that, although the context in
which the original papers were written is different, the principles
themselves are appropriate to marketing communications in
today's more complex media environment.
The book will serve as a valuable reference book for
today's practitioners, as well as a unique source of
sophisticated, contemporary thinking.
Autoren-Porträt
Stephen King was a genuinely original thinker. He began hiscareer in JWT (J. Walter Thompson) in London in 1959, retired from
the agency in 1988 and spent the next 4 yeas at WPP. In addition,
he spent 7 years as a director of the Henley Centre and was a
Visiting Professor of Marketing at the Cranfield School of
Management. During his career, he pioneered an entirely new
organizational structure to support his ideas and philosophy
- the importance of function called account planning and role
of the account planner in creating advertising. It was a structure
that was copied by agencies around the world. Stephen died in
February 2006, leaving a legacy of articles and books about
marketing, advertising, research and brand communications written
over a thirty year period, which have influenced advertising people
around the world. He is remembered as a leading intellectual figure
in the world of communications strategy.
Judie Lannon isa Marketing Communications and Research
Consultant. The major part of her career was with JWT London where
she was Research and Planning Director for JWT Europe before
leaving to set up her own consultancy. In addition to working with
clients on branding projects, she is editor of Market Leader, the
journal of the Marketing Society and on editorial board of the
International Journal of Advertising
Merry Baskin, after several years as one of the
industry's top planning directors (including running the
UK's largest planning department at JWT and America's
coolest at Chiat/Day New York), founded her own strategic planning
consultancy, Baskin Shark (where brands move forward or
die!) in 2000. She also works with the APG and American Association
of Advertising Agencies providing training for the advertising and
marketing industry, and account planers in particular. She remains
one of the leading lights behind the renaissance and expansion of
the Account Planning Group (APG) both in the UK and overseas
Bibliographische Angaben
- 2011, 1. Auflage, 396 Seiten, Englisch
- Herausgegeben: Judie Lannon, Merry Baskin
- Verlag: John Wiley & Sons
- ISBN-10: 111999490X
- ISBN-13: 9781119994909
- Erscheinungsdatum: 28.02.2011
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
eBook Informationen
- Dateiformat: ePub
- Größe: 3.60 MB
- Mit Kopierschutz
Sprache:
Englisch
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