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A master class in brand planning : the timeless works of Stephen King
Author
Title
A master class in brand planning : the timeless works of Stephen King / edited by Judie Lannon, Merry Baskin.
ISBN
9781119208716
1119208718
9780470725214
0470725214
9781119994909
111999490X
1282342908
9781282342903
9780470517918
0470517913
Published
Chichester, West Sussex, England ; Hoboken, NJ : John Wiley & Sons, ©2007.
Physical Description
1 online resource (xliii, 351 pages) : illustrations
Local Notes
Access is available to the Yale community.
Access and use
Access restricted by licensing agreement.
Summary
In 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. The worth of this material is that, although the context in which the original papers were written is dif.
Variant and related titles
O'Reilly Safari. OCLC KB.
Other formats
Print version: King, Stephen, 1931- Master class in brand planning. Chichester, West Sussex, England ; Hoboken, NJ : John Wiley & Sons, ©2007
Format
Books / Online
Language
English
Added to Catalog
January 09, 2020
Bibliography
Includes bibliographical references and index.
Contents
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.
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