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_aKMP _2bicssc |
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_a658.8/27 _222 |
| 049 | _aMAIN | ||
| 100 | 1 |
_aKing, Stephen, _d1931-2006. _1https://id.oclc.org/worldcat/entity/E39PCjvMy6cxRHBvpQMWTqvQ4m |
|
| 245 | 1 | 2 |
_aA master class in brand planning : _bthe timeless works of Stephen King / _cedited by Judie Lannon, Merry Baskin. |
| 260 |
_aChichester, West Sussex, England ; _aHoboken, NJ : _bJohn Wiley & Sons, _c�2007. |
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| 300 |
_a1 online resource (xliii, 351 pages) : _billustrations |
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| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_acomputer _bc _2rdamedia |
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| 338 |
_aonline resource _bcr _2rdacarrier |
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| 340 |
_gpolychrome. _2rdacc _0http://rdaregistry.info/termList/RDAColourContent/1003 |
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| 347 |
_atext file _2rdaft _0http://rdaregistry.info/termList/fileType/1002 |
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| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | _aPart 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 | _aPrint version record. | |
| 520 | _aIn 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 |
_aJohn Wiley and Sons _bWiley Online Library: Complete oBooks |
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| 650 | 0 |
_aBranding (Marketing) _xManagement. |
|
| 650 | 0 | _aNew products. | |
| 650 | 0 | _aBrand name products. | |
| 650 | 0 |
_aAdvertising _xManagement. |
|
| 650 | 0 | _aMarketing research. | |
| 650 | 6 |
_aStrat�egie de marque _xGestion. |
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| 650 | 6 | _aProduits de marque. | |
| 650 | 6 |
_aPublicit�e _xGestion. |
|
| 650 | 6 |
_aMarketing _xRecherche. |
|
| 650 | 7 |
_aBUSINESS & ECONOMICS _xAdvertising & Promotion. _2bisacsh |
|
| 650 | 7 |
_aBranding (Marketing) _xManagement _2fast |
|
| 650 | 7 |
_aAdvertising _xManagement _2fast |
|
| 650 | 7 |
_aBrand name products _2fast |
|
| 650 | 7 |
_aMarketing research _2fast |
|
| 650 | 7 |
_aNew products _2fast |
|
| 700 | 1 | _aLannon, Judie. | |
| 700 | 1 | _aBaskin, Merry. | |
| 758 |
_ihas work: _aA master class in brand planning (Text) _1https://id.oclc.org/worldcat/entity/E39PCGJFtMFFgRwyFcmFDc8vjK _4https://id.oclc.org/worldcat/ontology/hasWork |
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| 776 | 0 | 8 |
_iPrint version: _aKing, Stephen, 1931- _tMaster class in brand planning. _dChichester, West Sussex, England ; Hoboken, NJ : John Wiley & Sons, �2007 _w(DLC) 2007035534 |
| 856 | 4 | 0 | _uhttps://onlinelibrary.wiley.com/doi/book/10.1002/9781119208716 |
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