000			02189nam a22003494a 4500
001			ebr10178054
003			CaPaEBR
006			m u
007			cr cn|||||||||
008			060201s2006 nyua sb 001 0ceng
010			_z 2006003659
020			_z0765617293 (cloth : alk. paper)
040			_aCaPaEBR _cCaPaEBR
035			_a(OCoLC)272563338
050	1	4	_aHF5823 _b.K344 2006eb
082	0	4	_a659.1/11 _222
100	1		_aKelley, Larry D., _d1955-
245	1	0	_aAdvertising account planning _h[electronic resource] : _ba practical guide / _cLarry D. Kelley and Donald W. Jugenheimer.
260			_aArmonk, N.Y. : _bM.E. Sharpe, _cc2006.
300			_aviii, 156 p. : _bill.
504			_aIncludes bibliographical references and index.
505	0		_aPreface and acknowledgments -- What is account planning? -- Situation analysis -- Understanding the customer -- Defining the target market -- Defining the benefit -- Brand personality -- Brand positioning -- The creative brief -- Media and account planning -- Measuring success -- Business-to-business case study: Recon software -- Packaged-goods case study: Chiffon margarine -- Retail case study : Kmart and Sears -- Index -- About the authors.
505	0		_aContents -- Preface and acknowledgments -- What is account planning? -- Situation analysis -- Understanding the customer -- Defining the target market -- Defining the benefit -- Brand personality -- Brand positioning -- The creative brief -- Media and account planning -- Measuring success -- Business-to-business case study: recon software -- Packaged goods case study: chiffon margarine -- Retail case study : Kmart and Sears -- Index.
533			_aElectronic reproduction. _bPalo Alto, Calif. : _cebrary, _d2013. _nAvailable via World Wide Web. _nAccess may be limited to ebrary affiliated libraries.
650		0	_aAdvertising.
650		0	_aAdvertising _xManagement.
650		0	_aAdvertising campaigns.
655		7	_aElectronic books. _2local
700	1		_aJugenheimer, Donald W.
710	2		_aebrary, Inc.
856	4	0	_uhttp://site.ebrary.com/lib/welingkar/Doc?id=10178054 _zAn electronic book accessible through the World Wide Web; click to view
999			_c76598 _d76598