A Master Class in Brand Planning

Beschreibung

In 1988, on Stephen King's retirement JWT published'The King Papers' a small collection of StephenKing's published writings spanning 1967-1985. Theyremain timelessly potentially valuable but are an almostunexploited gold mine. This book is comprised of a selectionof 20-25 of Stephen King's most important articles, each oneintroduced by a known and respected practitioner who, in turn,describes the relevance of the particular original idea to thecommunications environment of today. The worth of this material is that, although the context inwhich the original papers were written is different, the principlesthemselves are appropriate to marketing communications intoday's more complex media environment. The book will serve as a valuable reference book fortoday's practitioners, as well as a unique source ofsophisticated, contemporary thinking.

Autor*in

Judie Lannon

Themen in »A Master Class in Brand Planning«

Business & Management Marketing Marketing & Sales Marketing u. Vertrieb Wirtschaft u. Management

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"Every planner needs this book - and the brave ones will give it totheir clients, too." (Admap, November 2007) "A valuable reference book for today's practitioners, as well asa unique source of sophisticated, contemporary thinking." (Retail & Leisure International, December 2007) "...a good book to keep beside your desk...it will help to clearthe mind as an ongoing mental workout." (MarketLeader, Winter 2007)
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