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Readings In Account Planning
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Book Synopsis Readings in Account Planning by : Hart Weichselbaum
Download or read book Readings in Account Planning written by Hart Weichselbaum and published by Routledge. This book was released on 2008 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: A compilation of some of the best thinking in the exciting and challenging field of account planning. Beginning with Stanley Pollit's "How I Started Account Planning," this great collection includes pieces from John Griffiths, Malcolm Gladwell, Merry Baskin, Paul Feldwick, John Heilleman, and many more.
Book Synopsis Truth, Lies, and Advertising by : Jon Steel
Download or read book Truth, Lies, and Advertising written by Jon Steel and published by John Wiley & Sons. This book was released on 1998-03-13 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: Account planning is a discipline that combines aspects of four traditionally separate areas of advertising and marketing. This text aims to demonstrate how to use account planning to win clients and produce better, more effective advertising. It also shows the role account planning played in producing celebrated advertising campaigns.
Book Synopsis The Practical Pocket Guide to Account Planning by : Chris Kocek
Download or read book The Practical Pocket Guide to Account Planning written by Chris Kocek and published by . This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Practical Pocket Guide to Account Planning provides a straightforward, no nonsense approach to understanding what Account Planners do on a daily basis and how they do it. Filled with real world examples, amusing anecdotes, and useful techniques for getting to better insights, The Practical Pocket Guide provides a clear path for how Account Planners can collaborate with Creatives to produce great work that is insightful, engaging, and culturally infectious. In this engaging 2-hour read, you'll learn: the difference between most Account Planning job descriptions and day-to-day realities, critical planning skills, including: concept testing, copy testing, discussion guides, positioning, and the basics of good research, techniques for writing better briefs and ideas for how to lead more engaging briefings, and how to be an ally to Creatives so that together you can sell big, culturally infectious ideas to Clients. Whether you're a Client, a Creative, an Account Manager, or an aspiring Account Planner, this book will help you understand how Planners think and what great Planning can really do.
Book Synopsis Account Planning in Salesforce by : Donal Daly
Download or read book Account Planning in Salesforce written by Donal Daly and published by Oak Tree Press (Ireland). This book was released on 2013-02-01 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: Account Planning is a strategic imperative that goes beyond traditional selling tactics. The benefits that accrue go beyond simple revenue numbers, and point to an approach that must be focused not just on greater revenue as the sole arbiter of strategy. When Account Planning is executed well, customer satisfaction increases. Customers who are more satisfied buy more from you, and do so without calling your competitors first. Customers who are served well are easier to retain, and therefore it is easier to make your revenue targets year after year.
Book Synopsis Advertising Account Planning by : Carol J. Pardun
Download or read book Advertising Account Planning written by Carol J. Pardun and published by Rowman & Littlefield. This book was released on 2019-06-05 with total page 157 pages. Available in PDF, EPUB and Kindle. Book excerpt: Although there are numerous advertising texts available to the advertising student today, few focus solely on account planning and even fewer view the digital landscape as permeating every aspect of advertising. Advertising Account Planning in the Digital Media Landscape seeks to bridge that gap by providing a strategic understanding of what the account planner does, a thorough explanation of the kinds of research needed for the account planning process to be successful, and all explained within a digital media mindset. Written in an engaging manner, Advertising Account Planning helps students understand the job of an account planner in this contemporary moment. From data analytics to building a creative brief, this core text systematically covers the tools and skills needed to be a successful advertising account planner. Features: Teaches advertising as consumer engagement using the POEM (paid, owned and earned media) model Covers a range of research techniques including databases, free social media monitoring tools, and customer mapping and critical analysis of ads Illustrates the strategic process that culminates in developing the creative brief Incorporates interviews from industry professionals to give a sense of the actual job Includes assignments, discussions and additional readings
Book Synopsis The Seven Keys to Managing Strategic Accounts by : Sallie Sherman
Download or read book The Seven Keys to Managing Strategic Accounts written by Sallie Sherman and published by McGraw Hill Professional. This book was released on 2003-04-29 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: Market-proven strategies to generate competitive advantage by identifying and always taking care of your best customers The Seven Keys to Managing Strategic Accounts provides decision makers with a proactive program for profitably managing their largest, most critical customers--their strategic accounts. Drawing on the expertise of S4 Consulting, Inc., a leading-edge provider of strategic account consulting, and Miller Heiman, a global sales training leader serving many Fortune 500companies, this how-to book shows how many of today's market leaders have learned to focus on their most profitable customers, avoiding or overcoming common errors before they become relationship-crippling disasters. Placing its total focus on the design and implementation of cost-effective strategic account management programs, this hands on book provides: A world-class competency model for strategic account managers Techniques for developing a program to manage and grow "co-destiny" relationships Examples and cases from Honeywell, 3M,and other leading corporations
Download or read book Readings in Account Planning written by and published by . This book was released on 2007-09-01 with total page 314 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Strategic Planning: Readings written by and published by Juta and Company Ltd. This book was released on 2000 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: Deals with the strategies that organisations employ to survive in an increasingly unpredictable environment. This compilation consists of a number of articles, written by leaders in the field, that reflect current wisdom and contemporary thought on aligning businesses with their environments.
Book Synopsis The Copy Workshop Workbook by : Bruce Bendinger
Download or read book The Copy Workshop Workbook written by Bruce Bendinger and published by . This book was released on 2002 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Key Account Management by : Diana Woodburn
Download or read book Key Account Management written by Diana Woodburn and published by John Wiley & Sons. This book was released on 2012-11-13 with total page 497 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book is crammed with distilled, practical wisdom for key account managers and their directors. Organizations claiming to practise key account management should equip everyone involved with a copy, so they really understand what they are supposed to be doing. Anything less is just old-fashioned selling." Developing successful business-to-business relationships with more customers in highly competitive markets requires processes and skills that go beyond traditional selling activity. The very best state-of-the-art strategies are set out clearly in this book by intentionally known authors who have worked at the highest levels with more key and strategic account managers worldwide than probably any other leading advisors. Based on the hugely influential KEY CUSTOMERS it looks at: Why has account management become so critical to commercial success? What are the key challenges and how do successful companies respond? What part does key account management play in strategic planning? How do companies build profitable relationships with their customers? How does key account management actually work? What does a successful key account manager look like and what skills does he/she need? How should key account managers be evaluated and rewarded? How do companies achieve key account management? By addressing these key questions Woodburn and McDonald provide tools and processes for success honed by tough consultancy projects with the boards of some of the world's leading companies. The book stresses the elements that really matter - from developing a customer categorization system that really works and analyzing the needs of key accounts; to understanding the new skills required by key account managers and ensuring that key account plans are implemented. The 'real world' approach is backed by tested principles and the latest research from the renowned Cranfield School of Management. Key Account Management comes from authors who have taught leading companies how to approach their most powerful and demanding customers and still make money. It is essential reading for all senior management with strategic responsibility, for key or strategic account directors, and for marketing and sales executives. The clear and authoritative approach also makes it an outstanding text for the serious MBA and executive student as well as business-to-business company directors and key account managers.
Book Synopsis Simplified Strategic Planning by : Robert W. Bradford
Download or read book Simplified Strategic Planning written by Robert W. Bradford and published by . This book was released on 2000 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: Future success? or future shock? Only companies that plan ahead will survive the changes in business today--and tomorrow.
Book Synopsis Account Planning A Complete Guide - 2020 Edition by : Gerardus Blokdyk
Download or read book Account Planning A Complete Guide - 2020 Edition written by Gerardus Blokdyk and published by 5starcooks. This book was released on 2020-01-28 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do you assess the Account planning pitfalls that are inherent in implementing it? Do you cover the five essential competencies: Communication, Collaboration, Innovation, Adaptability, and Leadership that improve an organizations ability to leverage the new Account planning in a volatile global economy? Who are the Account planning decision-makers? What other organizational variables, such as reward systems or communication systems, affect the performance of this Account planning process? What are your personal philosophies regarding Account planning and how do they influence your work? This exclusive Account Planning self-assessment will make you the principal Account Planning domain leader by revealing just what you need to know to be fluent and ready for any Account Planning challenge. How do I reduce the effort in the Account Planning work to be done to get problems solved? How can I ensure that plans of action include every Account Planning task and that every Account Planning outcome is in place? How will I save time investigating strategic and tactical options and ensuring Account Planning costs are low? How can I deliver tailored Account Planning advice instantly with structured going-forward plans? There's no better guide through these mind-expanding questions than acclaimed best-selling author Gerard Blokdyk. Blokdyk ensures all Account Planning essentials are covered, from every angle: the Account Planning self-assessment shows succinctly and clearly that what needs to be clarified to organize the required activities and processes so that Account Planning outcomes are achieved. Contains extensive criteria grounded in past and current successful projects and activities by experienced Account Planning practitioners. Their mastery, combined with the easy elegance of the self-assessment, provides its superior value to you in knowing how to ensure the outcome of any efforts in Account Planning are maximized with professional results. Your purchase includes access details to the Account Planning self-assessment dashboard download which gives you your dynamically prioritized projects-ready tool and shows you exactly what to do next. Your exclusive instant access details can be found in your book. You will receive the following contents with New and Updated specific criteria: - The latest quick edition of the book in PDF - The latest complete edition of the book in PDF, which criteria correspond to the criteria in... - The Self-Assessment Excel Dashboard - Example pre-filled Self-Assessment Excel Dashboard to get familiar with results generation - In-depth and specific Account Planning Checklists - Project management checklists and templates to assist with implementation INCLUDES LIFETIME SELF ASSESSMENT UPDATES Every self assessment comes with Lifetime Updates and Lifetime Free Updated Books. Lifetime Updates is an industry-first feature which allows you to receive verified self assessment updates, ensuring you always have the most accurate information at your fingertips.
Book Synopsis Advertising Account Planning by : Larry Kelley
Download or read book Advertising Account Planning written by Larry Kelley and published by Routledge. This book was released on 2015-02-11 with total page 263 pages. Available in PDF, EPUB and Kindle. Book excerpt: Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.
Book Synopsis Advertising Account Planning by : D. W. Jugenheimer
Download or read book Advertising Account Planning written by D. W. Jugenheimer and published by Routledge. This book was released on 2014-12-18 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: Concise yet comprehensive, this practical, campaign-oriented guide follows the logical progression
Book Synopsis The Value of Account Planning by : Kimberly Trokey
Download or read book The Value of Account Planning written by Kimberly Trokey and published by . This book was released on 2007 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: This journalism master's project includes a professional work component and a research component. The professional work component details the author's experiences working as an assistant account planner at Rodgers Townsend advertising agency in St. Louis, Missouri. Includes field notes and examples of work. In the research component the author assesses and evaluates "the function of account planning, as it exists in the agency setting. By exploring the function as an entity, and comparing it to other agency departments, it can be determined what value account planning contributes to both the advertising creation process, and the end product." (p. 8) Includes a literature review.
Book Synopsis Account Planning Standard Requirements by : Gerardus Blokdyk
Download or read book Account Planning Standard Requirements written by Gerardus Blokdyk and published by 5starcooks. This book was released on 2018-06-04 with total page 124 pages. Available in PDF, EPUB and Kindle. Book excerpt: What will drive Account planning change? What are our Account planning Processes? Among the Account planning product and service cost to be estimated, which is considered hardest to estimate? How do you select, collect, align, and integrate Account planning data and information for tracking daily operations and overall organizational performance, including progress relative to strategic objectives and action plans? How does the organization define, manage, and improve its Account planning processes? This breakthrough Account planning self-assessment will make you the principal Account planning domain assessor by revealing just what you need to know to be fluent and ready for any Account planning challenge. How do I reduce the effort in the Account planning work to be done to get problems solved? How can I ensure that plans of action include every Account planning task and that every Account planning outcome is in place? How will I save time investigating strategic and tactical options and ensuring Account planning costs are low? How can I deliver tailored Account planning advice instantly with structured going-forward plans? There's no better guide through these mind-expanding questions than acclaimed best-selling author Gerard Blokdyk. Blokdyk ensures all Account planning essentials are covered, from every angle: the Account planning self-assessment shows succinctly and clearly that what needs to be clarified to organize the required activities and processes so that Account planning outcomes are achieved. Contains extensive criteria grounded in past and current successful projects and activities by experienced Account planning practitioners. Their mastery, combined with the easy elegance of the self-assessment, provides its superior value to you in knowing how to ensure the outcome of any efforts in Account planning are maximized with professional results. Your purchase includes access details to the Account planning self-assessment dashboard download which gives you your dynamically prioritized projects-ready tool and shows you exactly what to do next. Your exclusive instant access details can be found in your book.
Book Synopsis Advertising Account Planning by : Sarah Turnbull
Download or read book Advertising Account Planning written by Sarah Turnbull and published by Taylor & Francis. This book was released on 2023-09-20 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: This practical and comprehensive text effectively provides advertising account planning principles within an integrated marketing communications framework. With a world-renowned textbook author team, this 4th edition has been fully updated to include: Fresh professional examples and mini-case studies within each chapter with a more global outlook than previous editions, bringing the theoretical concepts to life A new chapter on International Advertising addressing the challenges of managing a global campaign Pedagogical features and visual aids to support student learning and comprehension, including reflective questions and mini-cases drawn from current industry examples New and expanded content covering digital marketing and technologies; the customer journey; ethics and corporate social responsibility; global positioning of the brand; paid, earned and owned media; influencer marketing, and campaign measurement and analytics. Providing a full understanding of the advertising account planning process, this textbook is perfect for both the industry and classroom. The textbook will equip students of Marketing Communications, Advertising Management and Brand Management with the knowledge and skills they need to plan and manage a strategic communications campaign, including prominent advertising student competitions such as American Advertising Federation ( AAF) National Student Advertising Competition ( NSAC) or the Collegiate EFFIES. Online resources include PowerPoint slides and a test bank.
