{"product_id":"a-master-class-in-brand-planning-the-timeless-works-of-stephen-king-hardback-9780470517918","title":"A Master Class in Brand Planning; The Timeless Works of Stephen King (Hardback) 9780470517918","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eA Master Class in Brand Planning\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eThe Timeless Works of Stephen King\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eJudie Lannon (Edited by), J Lannon (Author), Merry Baskin (Edited by)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470517918, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 26 October 2007\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e400 pages\u003cbr\u003e24.9 x 17.8 x 3 cm, 0.822 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003e\"Every planner needs this book - and the brave ones will give it to their clients, too.\"  (\u003ci\u003eAdmap\u003c\/i\u003e, November 2007)  \u003cp\u003e\"A valuable reference book for today's practitioners, as well as a unique source of sophisticated, contemporary thinking.\"  (\u003ci\u003eRetail \u0026amp; Leisure International\u003c\/i\u003e, December 2007)\u003c\/p\u003e \u003cp\u003e\"...a good book to keep beside your desk...it will help to clear the mind as an ongoing mental workout.\"  (\u003ci\u003eMarket Leader\u003c\/i\u003e, Winter 2007)\u003c\/p\u003e\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eIn 1988, on Stephen King’s retirement JWT published ‘The King Papers’ a small collection of Stephen King’s published writings spanning 1967-1985.  They remain timelessly potentially valuable but are an almost unexploited gold mine.  This book is comprised of a selection of 20-25 of Stephen King’s most important articles, each one introduced by a known and respected practitioner who, in turn, describes the relevance of the particular original idea to the communications environment of today.  \u003cp\u003eThe worth of this material is that, although the context in which the original papers were written is different, the principles themselves are appropriate to marketing communications in today’s more complex media environment. \u003c\/p\u003e \u003cp\u003eThe book will serve as a valuable reference book for today’s practitioners, as well as a unique source of sophisticated, contemporary thinking.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eIntroduction xi\u003c\/p\u003e \u003cp\u003eAbout the Book: How it Happened xv\u003c\/p\u003e \u003cp\u003eAcknowledgements xvii\u003c\/p\u003e \u003cp\u003eAbout the Contributors xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Planning: Role and Structure 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Who Do You Think You Are? 3\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eMalcolm White\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e1.1 The Anatomy of Account Planning (Stephen King) 7\u003c\/p\u003e \u003cp\u003e1.2 The Origins of Account Planning (John Treasure) 13\u003c\/p\u003e \u003cp\u003e1.3 How I Started Account Planning in Agencies (Stanley Pollitt) 19\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 How Brands and the Skills of Branding have Flowered 23\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eRita Clifton\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e2.1 What is a Brand? (Stephen King) 27\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 The Price of Freedom is Eternal Vigilance 41\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eRory Sutherland\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e3.1 Advertising: Art and Science (Stephen King) 45\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 The Market’s Evolved, Why Hasn’t Planning? 59\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eMerry Baskin\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e4.1 Strategic Development of Brands (Stephen King) 63\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Learning and Improvement, Not Proof and Magic Solutions 69\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eWilliam Eccleshare\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e5.1 Improving Advertising Decisions (Stephen King) 73\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 The Media Planner’s Revenge 87\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eMarco Rimini\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e6.1 Inter-media Decisions: Implications for Agency Structure (Stephen King) 91\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Planning: Craft Skills 105\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 A Revolutionary Challenge to Conventional Wisdom 107\u003cbr\u003e \u003c\/b\u003e\u003ci\u003ePaul Feldwick\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e7.1 What Can Pre-testing Do? (Stephen King) 111\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Four of the Wisest Principles You Will Ever Read 119\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eSimon Clemmow\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e8.1 Practical Progress from a Theory of Advertisements (Stephen King) 123\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 JWT’s Debt to Stephen King 139\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eGuy Murphy\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e9.1 In Pursuit of an Intense Response (Rosemarie Ryan and Ty Montague) 141\u003c\/p\u003e \u003cp\u003e9.2 Advertising Idea (Stephen King – from JWT Toolkit) 145\u003c\/p\u003e \u003cp\u003e9.3 JWT Engagement Planning in China: The Art of Idea Management (Tom Doctoroff) 153\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Short-Term Effects may be Easier to Measure but Long-Term Effects are More Important 159\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eTim Broadbent\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e10.1 Setting Advertising Budgets for Lasting Effects (Stephen King) 163\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Market Research 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 A Theory that Built a Company 175\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eMike Hall\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e11.1 Can Research Evaluate the Creative Content of Advertising? (Stephen King) 179\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 The Great Bridge Builder: Searching for Order out of Chaos 195\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eCreenagh Lodge\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e12.1 Advertising Research for New Brands (Stephen King) 199\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 You Can’t Make Sense of Facts until you’ve Had an Idea 209\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eKevin McLean\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e13.1 Applying Research to Decision Making (Stephen King) 213\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 Measuring Public Opinion in an Individualistic World 227\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eChris Forrest\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e14.1 Conflicts in Democracy: The Need for More Opinion Research (Stephen King) 231\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 The Perfect Role Model for Researchers Today 237\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eDavid Smith\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e15.1 Tomorrow’s Research (Stephen King) 241\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV Marketing – General 253\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16 Old Brands Never Die. They Just get Sold for a Huge Profit 255\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eMartin Deboo\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e16.1 What Makes New Brands Succeed? (Stephen King) 259\u003c\/p\u003e \u003cp\u003e\u003cb\u003e17 The Retail Revolution gets Underway 279\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eAndrew Seth\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e17.1 What’s New about the New Advertisers? (Stephen King) 283\u003c\/p\u003e \u003cp\u003e\u003cb\u003e18 A Robust Defence of what Brand Advertising is For 295\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eStephen Carter\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e18.1 New Brands: Barriers to Entry? (Stephen King) 299\u003c\/p\u003e \u003cp\u003e\u003cb\u003e19 The Train to Strawberry Hill (1744) 307\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eHugh Burkitt\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e19.1 Has Marketing Failed, or was it Never Really Tried? (Stephen King) 311\u003c\/p\u003e \u003cp\u003e\u003cb\u003e20 A Challenge to Change Behaviour 327\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eNeil Cassie\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e20.1 Brand Building in the 1990s (Stephen King) 331\u003c\/p\u003e \u003cp\u003eResumé of Stephen King’s life 341\u003c\/p\u003e \u003cp\u003eIndex 345\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52462936031512,"sku":"9780470517918","price":38.69,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470517918.jpg?v=1785542953","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/a-master-class-in-brand-planning-the-timeless-works-of-stephen-king-hardback-9780470517918","provider":"Freshly Printed Books","version":"1.0","type":"link"}