A master class in brand planning : (Record no. 11521)
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| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781119208716 |
| Qualifying information | (electronic bk.) |
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| International Standard Book Number | 1282342908 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781282342903 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| Canceled/invalid ISBN | 9780470517918 |
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| -- | alk. paper) |
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| 037 ## - SOURCE OF ACQUISITION | |
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| Source of stock number/acquisition | MIL |
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| Source of stock number/acquisition | OverDrive, Inc. |
| Note | http://www.overdrive.com |
| 050 #4 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5415.1255 |
| Item number | .K56 2007eb |
| 072 #7 - SUBJECT CATEGORY CODE | |
| Subject category code | BUS |
| Subject category code subdivision | 002000 |
| Source | bisacsh |
| 072 #7 - SUBJECT CATEGORY CODE | |
| Subject category code | KMP |
| Source | bicssc |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.8/27 |
| Edition number | 22 |
| 049 ## - LOCAL HOLDINGS (OCLC) | |
| Holding library | MAIN |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | King, Stephen, |
| Dates associated with a name | 1931-2006. |
| Real World Object URI | https://id.oclc.org/worldcat/entity/E39PCjvMy6cxRHBvpQMWTqvQ4m |
| 245 12 - TITLE STATEMENT | |
| Title | A master class in brand planning : |
| Remainder of title | the timeless works of Stephen King / |
| Statement of responsibility, etc. | edited by Judie Lannon, Merry Baskin. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Chichester, West Sussex, England ; |
| -- | Hoboken, NJ : |
| Name of publisher, distributor, etc. | John Wiley & Sons, |
| Date of publication, distribution, etc. | �2007. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 1 online resource (xliii, 351 pages) : |
| Other physical details | illustrations |
| 336 ## - CONTENT TYPE | |
| Content type term | text |
| Content type code | txt |
| Source | rdacontent |
| 337 ## - MEDIA TYPE | |
| Media type term | computer |
| Media type code | c |
| Source | rdamedia |
| 338 ## - CARRIER TYPE | |
| Carrier type term | online resource |
| Carrier type code | cr |
| Source | rdacarrier |
| 340 ## - PHYSICAL MEDIUM | |
| Color content | polychrome. |
| Source | rdacc |
| Authority record control number or standard number | http://rdaregistry.info/termList/RDAColourContent/1003 |
| 347 ## - DIGITAL FILE CHARACTERISTICS | |
| File type | text file |
| Source | rdaft |
| Authority record control number or standard number | http://rdaregistry.info/termList/fileType/1002 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 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. |
| 588 0# - SOURCE OF DESCRIPTION NOTE | |
| Source of description note | Print version record. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | 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 dif. |
| 590 ## - LOCAL NOTE (RLIN) | |
| Local note | John Wiley and Sons |
| Provenance (VM) [OBSOLETE] | Wiley Online Library: Complete oBooks |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Branding (Marketing) |
| General subdivision | Management. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | New products. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Brand name products. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Advertising |
| General subdivision | Management. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Marketing research. |
| 650 #6 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Strat�egie de marque |
| General subdivision | Gestion. |
| 650 #6 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Produits de marque. |
| 650 #6 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Publicit�e |
| General subdivision | Gestion. |
| 650 #6 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Marketing |
| General subdivision | Recherche. |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | BUSINESS & ECONOMICS |
| General subdivision | Advertising & Promotion. |
| Source of heading or term | bisacsh |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Branding (Marketing) |
| General subdivision | Management |
| Source of heading or term | fast |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Advertising |
| General subdivision | Management |
| Source of heading or term | fast |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Brand name products |
| Source of heading or term | fast |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Marketing research |
| Source of heading or term | fast |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | New products |
| Source of heading or term | fast |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Lannon, Judie. |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Baskin, Merry. |
| 758 ## - RESOURCE IDENTIFIER | |
| Relationship information | has work: |
| Label | A master class in brand planning (Text) |
| Real World Object URI | https://id.oclc.org/worldcat/entity/E39PCGJFtMFFgRwyFcmFDc8vjK |
| Relationship | https://id.oclc.org/worldcat/ontology/hasWork |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY | |
| Relationship information | Print version: |
| Main entry heading | King, Stephen, 1931- |
| Title | Master class in brand planning. |
| Place, publisher, and date of publication | Chichester, West Sussex, England ; Hoboken, NJ : John Wiley & Sons, �2007 |
| Record control number | (DLC) 2007035534 |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://onlinelibrary.wiley.com/doi/book/10.1002/9781119208716">https://onlinelibrary.wiley.com/doi/book/10.1002/9781119208716</a> |
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| OCLC control number(s) of parallel record(s) (OCLC); Piece used for cataloging, PUC (RLIN) | BATCHLOAD |
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