Concise yet comprehensive, this practical guide covers the critical
role of the account planner in advertising. Drawing on their
extensive experience in the field, the authors follow the logical
progression of the account-planning task from start to finish,
including understanding the customer, defining the target market,
defining the benefit, brand positioning, the creative brief, and
|Country of origin:
Larry D. Kelley
• Donald W. Jugenheimer
||238 x 169 x 18mm (L x W x T)
Business & Economics >
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Sales & marketing >
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