{"product_id":"a-master-class-in-brand-planning-9780470517918","title":"A Master Class in Brand Planning","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eIn 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"Every planner needs this book - and the brave ones will give it to their clients, too.\"  (\u003ci\u003eAdmap\u003c\/i\u003e, November 2007)  \u003cp\u003e\"A valuable reference book for today's practitioners, as well as a unique source of sophisticated, contemporary thinking.\"  (\u003ci\u003eRetail \u0026amp; Leisure International\u003c\/i\u003e, December 2007)\u003c\/p\u003e \u003cp\u003e\"...a good book to keep beside your desk...it will help to clear the mind as an ongoing mental workout.\"  (\u003ci\u003eMarket Leader\u003c\/i\u003e, Winter 2007)\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eIntroduction xi\u003c\/p\u003e \u003cp\u003eAbout the Book: How it Happened xv\u003c\/p\u003e \u003cp\u003eAcknowledgements xvii\u003c\/p\u003e \u003cp\u003eAbout the Contributors xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Planning: Role and Structure 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Who Do You Think You Are? 3\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eMalcolm White\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e1.1 The Anatomy of Account Planning (Stephen King) 7\u003c\/p\u003e \u003cp\u003e1.2 The Origins of Account Planning (John Treasure) 13\u003c\/p\u003e \u003cp\u003e1.3 How I Started Account Planning in Agencies (Stanley Pollitt) 19\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 How Brands and the Skills of Branding have Flowered 23\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eRita Clifton\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e2.1 What is a Brand? (Stephen King) 27\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 The Price of Freedom is Eternal Vigilance 41\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eRory Sutherland\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e3.1 Advertising: Art and Science (Stephen King) 45\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 The Market’s Evolved, Why Hasn’t Planning? 59\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eMerry Baskin\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e4.1 Strategic Development of Brands (Stephen King) 63\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Learning and Improvement, Not Proof and Magic Solutions 69\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eWilliam Eccleshare\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e5.1 Improving Advertising Decisions (Stephen King) 73\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 The Media Planner’s Revenge 87\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eMarco Rimini\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e6.1 Inter-media Decisions: Implications for Agency Structure (Stephen King) 91\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Planning: Craft Skills 105\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 A Revolutionary Challenge to Conventional Wisdom 107\u003cbr\u003e \u003c\/b\u003e\u003ci\u003ePaul Feldwick\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e7.1 What Can Pre-testing Do? (Stephen King) 111\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Four of the Wisest Principles You Will Ever Read 119\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eSimon Clemmow\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e8.1 Practical Progress from a Theory of Advertisements (Stephen King) 123\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 JWT’s Debt to Stephen King 139\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eGuy Murphy\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e9.1 In Pursuit of an Intense Response (Rosemarie Ryan and Ty Montague) 141\u003c\/p\u003e \u003cp\u003e9.2 Advertising Idea (Stephen King – from JWT Toolkit) 145\u003c\/p\u003e \u003cp\u003e9.3 JWT Engagement Planning in China: The Art of Idea Management (Tom Doctoroff) 153\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Short-Term Effects may be Easier to Measure but Long-Term Effects are More Important 159\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eTim Broadbent\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e10.1 Setting Advertising Budgets for Lasting Effects (Stephen King) 163\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Market Research 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 A Theory that Built a Company 175\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eMike Hall\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e11.1 Can Research Evaluate the Creative Content of Advertising? (Stephen King) 179\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 The Great Bridge Builder: Searching for Order out of Chaos 195\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eCreenagh Lodge\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e12.1 Advertising Research for New Brands (Stephen King) 199\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 You Can’t Make Sense of Facts until you’ve Had an Idea 209\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eKevin McLean\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e13.1 Applying Research to Decision Making (Stephen King) 213\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 Measuring Public Opinion in an Individualistic World 227\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eChris Forrest\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e14.1 Conflicts in Democracy: The Need for More Opinion Research (Stephen King) 231\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 The Perfect Role Model for Researchers Today 237\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eDavid Smith\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e15.1 Tomorrow’s Research (Stephen King) 241\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV Marketing – General 253\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16 Old Brands Never Die. They Just get Sold for a Huge Profit 255\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eMartin Deboo\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e16.1 What Makes New Brands Succeed? (Stephen King) 259\u003c\/p\u003e \u003cp\u003e\u003cb\u003e17 The Retail Revolution gets Underway 279\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eAndrew Seth\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e17.1 What’s New about the New Advertisers? (Stephen King) 283\u003c\/p\u003e \u003cp\u003e\u003cb\u003e18 A Robust Defence of what Brand Advertising is For 295\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eStephen Carter\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e18.1 New Brands: Barriers to Entry? (Stephen King) 299\u003c\/p\u003e \u003cp\u003e\u003cb\u003e19 The Train to Strawberry Hill (1744) 307\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eHugh Burkitt\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e19.1 Has Marketing Failed, or was it Never Really Tried? (Stephen King) 311\u003c\/p\u003e \u003cp\u003e\u003cb\u003e20 A Challenge to Change Behaviour 327\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eNeil Cassie\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e20.1 Brand Building in the 1990s (Stephen King) 331\u003c\/p\u003e \u003cp\u003eResumé of Stephen King’s life 341\u003c\/p\u003e \u003cp\u003eIndex 345\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48864630767959,"sku":"9780470517918","price":37.05,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470517918.jpg?v=1722272814","url":"https:\/\/bookcurl.com\/products\/a-master-class-in-brand-planning-9780470517918","provider":"Book Curl","version":"1.0","type":"link"}