MARC Record from marc_columbia

LEADER: 03982cam a2200673 i 4500
001 15104673
005 20221119233432.0
006 m o d
007 cr |||||||||||
008 150216s2015 enka ob 001 0 eng d
035 $a(OCoLC)ocn903488975
035 $a(NNC)15104673
040 $aN$T$beng$erda$epn$cN$T$dN$T$dCDX$dEBLCP$dE7B$dOCLCF$dDEBSZ$dOCLCQ$dDEBBG$dTYFRS$dMOR$dOCLCQ$dMERUC$dUKMGB$dAU@$dOCLCQ$dMUU$dLEAUB$dOCLCQ$dUKSSU$dK6U$dOCLCO$dOCLCQ
016 7 $a017097636$2Uk
019 $a903673838$a958109396$a1050535774$a1058993966$a1086466430
020 $a9781317507437$q(electronic book)
020 $a1317507436$q(electronic book)
020 $a9781315716589$q(electronic book)
020 $a1315716585$q(electronic book)
020 $a9781317507420$q(electronic book ;$qePub)
020 $a1317507428$q(electronic book ;$qePub)
020 $a9781317507413$q(electronic book ;$qmobi)
020 $a131750741X$q(electronic book ;$qmobi)
020 $z9780765640352$q(hardcover ;$qalk. paper)
020 $z076564035X$q(hardcover ;$qalk. paper)
020 $z9780765640369$q(pbk. ;$qalk. paper)
020 $z0765640368$q(pbk. ;$qalk. paper)
035 $a(OCoLC)903488975$z(OCoLC)903673838$z(OCoLC)958109396$z(OCoLC)1050535774$z(OCoLC)1058993966$z(OCoLC)1086466430
050 4 $aHF5823
072 7 $aBUS$x002000$2bisacsh
082 04 $a659.1/11$223
049 $aZCUA
100 1 $aKelley, Larry D.,$d1955-$eauthor.
245 10 $aAdvertising account planning :$bplanning and managing an IMC campaign /$cby Larry D. Kelley and Donald W. Jugenheimer.
246 30 $aPlanning and managing an IMC campaign
250 $aThird edition.
264 1 $aAbingdon, Oxon :$bRoutledge/Taylor & Francis Group,$c2015.
300 $a1 online resource (ix, 252 pages) :$billustrations
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
504 $aIncludes bibliographical references and index.
505 0 $aAccount planning history and practice -- The role that account planning plays in a campaign -- Brand destination planning -- Situation analysis -- Benchmarking consumer perceptions -- Understanding the consumer mind-set -- Developing insights -- The role of advertising -- Segmenting the target market -- Brand positioning -- Brand personality -- Brand essence -- What is a big idea? -- Briefing the team to get a great campaign -- Account planning and IMC -- Measuring the success of a campaign -- The future of account planning -- Business-to-business case study : recon software -- Packaged-goods case study : Chiffon margarine -- Retail case study : Kmart and Sears.
588 0 $aOnline resource; title from electronic title page (Taylor & Francis, viewed August 29, 2019).
520 8 $aCovers the critical role of the account planner in advertising. This work follows the logical progression of the account-planning task from start to finish, including understanding the customer, defining the target market, defining the benefit, brand positioning, the creative brief, and measuring success.
650 0 $aAdvertising.
650 0 $aAdvertising$xManagement.
650 0 $aAdvertising campaigns.
650 6 $aPublicité$xGestion.
650 6 $aCampagnes publicitaires.
650 7 $aadvertising campaigns.$2aat
650 7 $aBUSINESS & ECONOMICS$xAdvertising & Promotion.$2bisacsh
650 7 $aAdvertising.$2fast$0(OCoLC)fst00797511
650 7 $aAdvertising campaigns.$2fast$0(OCoLC)fst00797831
650 7 $aAdvertising$xManagement.$2fast$0(OCoLC)fst00797692
700 1 $aJugenheimer, Donald W.,$eauthor.
776 08 $iPrint version:$aKelley, Larry D., 1955-$tAdvertising account planning.$bThird edition.$dArmonk, New York : M.E. Sharpe, Inc., [2015]$z9780765640352$w(DLC) 2013050998$w(OCoLC)868510199
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio15104673$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS