A master class in brand planning : the timeless works of Stephen King /
"In 1988, on Stephen King's retirement, JWT published 'The King Papers', a small collection of Stephen King's published writings spanning 1967-1985. This book is comprised of a fuller selection: 20 of Stephen King's most important articles. Each one is introduced by a p...
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| Otros Autores: | , |
| Formato: | Libro |
| Lenguaje: | Inglés |
| Publicado: |
Chichester, West Sussex, England ; Hoboken, NJ :
John Wiley & Sons,
c2007.
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| Materias: | |
| Acceso en línea: | Tabla de contenidos Información biográfica Descripción del editor |
| Aporte de: | Registro referencial: Solicitar el recurso aquí |
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| 010 | |a 2007035534 | ||
| 019 | |a 156819227 |a 503115702 | ||
| 020 | |a 9780470517918 |q (cloth ; |q alk. paper) | ||
| 020 | |a 0470517913 |q (cloth ; |q alk. paper) | ||
| 035 | |a (OCoLC)000067314 | ||
| 035 | |a (udesa)000067314USA01 | ||
| 035 | |a (OCoLC)169873365 |z (OCoLC)156819227 |z (OCoLC)503115702 | ||
| 035 | |a (OCoLC)990000673140204151 | ||
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| 049 | |a U@SA | ||
| 050 | 0 | 0 | |a HF5415.1255 |b .K56 2007 |
| 082 | 0 | 0 | |a 658.8/27 |2 22 |
| 100 | 1 | |a King, Stephen, |d 1931-2006. | |
| 245 | 1 | 2 | |a A master class in brand planning : |b the timeless works of Stephen King / |c edited by Judie Lannon, Merry Baskin. |
| 260 | |a Chichester, West Sussex, England ; |a Hoboken, NJ : |b John Wiley & Sons, |c c2007. | ||
| 300 | |a xliii, 351 p. : |b il. ; |c 26 cm. | ||
| 500 | |a Selección de textos de King de los últimos 30 años, con comentarios de especialistas actuales en marketing. | ||
| 504 | |a Incluye referencias bibliográficas e índice. | ||
| 505 | 0 | |a Part I. Planning: Role and structure -- Who do you think you are? -- How brands and the skills of branding have flowered -- The price of freedom is eternal vigilance -- The market's evolved, why hasn't the planning? -- Learning and improvement, not proof and magic solutions -- The media planner's revenge -- Part II. Planning: Craft skills -- A revolutionary challenge to conventional wisdom -- Four of the wisest principles you will ever read -- JWT's debt to Stephen King -- Short-term effects may be easier to measure but long-term effects are more important -- Part III. Market research -- A theory that built a company -- The great bridge builder: Searching for order out of chaos -- You can't make sense of facts until you've had an idea -- Measuring public opinion in an individualistic world -- The perfect role model for researchers today -- Part IV. Marketing[:]General -- Old brands never die. They just get sold for a huge profit -- The retail revolution gets underway -- A robust defence of what brand advertising is for -- The train to Strawberry Hill (1744) -- A challenge to change behaviour. | |
| 520 | 1 | |a "In 1988, on Stephen King's retirement, JWT published 'The King Papers', a small collection of Stephen King's published writings spanning 1967-1985. This book is comprised of a fuller selection: 20 of Stephen King's most important articles. Each one is introduced by a practitioner who, in turn, describes the relevance of the article to the communications environment of today." "Although the context in which the original papers were written was different, the worth of this material is that the principles underlying his thinking are entirely appropriate to marketing communications in today's more complex media environment." "The book serves as a reference book for today's practitioners, as well as a source of contemporary thinking."--Solapa anterior. | |
| 650 | 0 | |a Branding (Marketing) |x Management. | |
| 650 | 0 | |a New products. | |
| 650 | 0 | |a Brand name products. | |
| 650 | 0 | |a Advertising |x Management. | |
| 650 | 0 | |a Marketing research. | |
| 650 | 7 | |a Identidad de marca (Mercadeo) |x Administración. |2 UDESA | |
| 650 | 7 | |a Productos nuevos. |2 UDESA | |
| 650 | 7 | |a Productos de marca. |2 UDESA | |
| 650 | 7 | |a Publicidad |x Administración. |2 UDESA | |
| 650 | 7 | |a Investigación de mercados. |2 UDESA | |
| 700 | 1 | |a Lannon, Judie, |e ed. | |
| 700 | 1 | |a Baskin, Merry, |e ed. | |
| 856 | 4 | 1 | |3 Tabla de contenidos |u http://catdir.loc.gov/catdir/enhancements/fy0743/2007035534-t.html |
| 856 | 4 | 2 | |3 Información biográfica |u http://catdir.loc.gov/catdir/enhancements/fy0743/2007035534-b.html |
| 856 | 4 | 2 | |3 Descripción del editor |u http://catdir.loc.gov/catdir/enhancements/fy0743/2007035534-d.html |