Readings In Account Planning PDF Download
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Author | : Hart Weichselbaum |
Publisher | : Routledge |
Total Pages | : 0 |
Release | : 2008 |
Genre | : Advertising |
ISBN | : 9781887229364 |
Download Readings in Account Planning Book in PDF, ePub and Kindle
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.
Author | : Jon Steel |
Publisher | : John Wiley & Sons |
Total Pages | : 330 |
Release | : 1998-03-13 |
Genre | : Business & Economics |
ISBN | : |
Download Truth, Lies, and Advertising Book in PDF, ePub and Kindle
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.
Author | : Chris Kocek |
Publisher | : |
Total Pages | : 0 |
Release | : 2013 |
Genre | : Advertising |
ISBN | : 9780989284905 |
Download The Practical Pocket Guide to Account Planning Book in PDF, ePub and Kindle
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.
Author | : Donal Daly |
Publisher | : Oak Tree Press (Ireland) |
Total Pages | : 222 |
Release | : 2013-02-01 |
Genre | : Business & Economics |
ISBN | : 9781781190876 |
Download Account Planning in Salesforce Book in PDF, ePub and Kindle
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.
Author | : Carol J. Pardun |
Publisher | : Rowman & Littlefield |
Total Pages | : 156 |
Release | : 2019-06-05 |
Genre | : Language Arts & Disciplines |
ISBN | : 1538114089 |
Download Advertising Account Planning Book in PDF, ePub and Kindle
Advertising Account Planning in the Digital Media Landscape gives readers the tools to navigate the account planning process online. Incorporating insights from current advertising professionals, this core text explains what the account planner does and the research needed for account planning to be successful within the digital landscape.
Author | : |
Publisher | : |
Total Pages | : 314 |
Release | : 2007-09-01 |
Genre | : Advertising |
ISBN | : 9781887229272 |
Download Readings in Account Planning Book in PDF, ePub and Kindle
Author | : Sallie Sherman |
Publisher | : McGraw Hill Professional |
Total Pages | : 225 |
Release | : 2003-04-29 |
Genre | : Business & Economics |
ISBN | : 0071436308 |
Download The Seven Keys to Managing Strategic Accounts Book in PDF, ePub and Kindle
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
Author | : J. William Pfeiffer |
Publisher | : Jossey-Bass |
Total Pages | : 456 |
Release | : 1991 |
Genre | : Business & Economics |
ISBN | : |
Download Strategic Planning Book in PDF, ePub and Kindle
Author | : Noel Capon |
Publisher | : Simon and Schuster |
Total Pages | : 482 |
Release | : 2002-06-15 |
Genre | : Business & Economics |
ISBN | : 0743215443 |
Download Key Account Management and Planning Book in PDF, ePub and Kindle
The vastly increased level of competitive intensity faced by corporations and the increased costs of selling have radically changed the nature of the traditional selling process. Key or "strategic" accounts have now become a company's most important asset, in some cases supplying in excess of 80 percent of a firm's revenues. Here, in one powerful volume, key account management expert Noel Capon provides the most comprehensive treatment of key account management and planning yet published. For the first time, Capon introduces his breakthrough four-part "congruence model" of key account management -- a new, thoroughly researched approach to optimally managing your key account portfolio. First, the author shows how to select and conceptualize the key account portfolio; second, how to organize and manage key accounts; third, how to recruit, select, train, retain, and reward key account managers; and fourth, how to formulate and execute strategy and issues of coordination and control. This congruence model serves as a backdrop as Capon takes the reader step-by-step through the vital functions of key account management including identifying key account criteria, considering the threats and opportunities for the key account, and understanding the roles and responsibilities of critical players. Capon backs up his points with extensive research, real-life stories of successes and failures at a variety of companies, and clarifying figures. Special chapters are devoted to partnering with key accounts and in-depth information on global key account management, an increasingly important weapon for staying ahead of the competition. Timely, important, and essential, Key Account Management and Planning is the only reference handbook those with key account responsibilities will ever need.
Author | : Susan S. Fainstein |
Publisher | : John Wiley & Sons |
Total Pages | : 623 |
Release | : 2016-01-19 |
Genre | : Architecture |
ISBN | : 1119045061 |
Download Readings in Planning Theory Book in PDF, ePub and Kindle
Featuring updates and revisions to reflect rapid changes in an increasingly globalized world, Readings in Planning Theory remains the definitive resource for the latest theoretical and practical debates within the field of planning theory. Represents the newest edition of the leading text in planning theory that brings together the essential classic and cutting-edge readings Features 20 completely new readings (out of 28 total) for the fourth edition Introduces and defines key debates in planning theory with editorial materials and readings selected both for their accessibility and importance Systematically captures the breadth and diversity of planning theory and puts issues into wider social and political contexts without assuming prior knowledge of the field