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A Master Class in Brand Planning: The Timeless Works of Stephen King

A Master Class in Brand Planning: The Timeless Works of Stephen King

by JudieLannon (Editor), Merry Baskin (Editor)

  • Used

    Hardcover 2007

    $18.72

  • New

    Hardcover 2007

    $48.52
Synopsis

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 different, the principles themselves are appropriate to marketing communications in today s more complex media environment.

The book will serve as a valuable reference book for today s practitioners, as well as a unique source of sophisticated, contemporary thinking.

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More Information

Format: Hardcover
 Pages: 396
 Publisher: John Wiley & Sons
Published: 26 Oct 2007
ISBN 10: 0470517913
ISBN 13: 9780470517918

Media Reviews
Every planner needs this book - and the brave ones will give it to their clients, too. ( Admap, November 2007)

A valuable reference book for today's practitioners, as well as a unique source of sophisticated, contemporary thinking. (Retail & Leisure International, December 2007)

...a good book to keep beside your desk...it will help to clear the mind as an ongoing mental workout. (Market Leader, Winter 2007)

Reading the book is terribly easy as well as informative. Stephen King was a model of brevity and clarity... (Mike Imms, 29th January 2008)

Author Bio
Stephen King was a genuinely original thinker. He began his career in JWT (J. Walter Thompson) in London in 1959, retired from the agency in 1988 and spent the next 4 yeas at WPP. In addition, he spent 7 years as a director of the Henley Centre and was a Visiting Professor of Marketing at the Cranfield School of Management. During his career, he pioneered an entirely new organizational structure to support his ideas and philosophy the importance of function called account planning and role of the account planner in creating advertising. It was a structure that was copied by agencies around the world. Stephen died in February 2006, leaving a legacy of articles and books about marketing, advertising, research and brand communications written over a thirty year period, which have influenced advertising people around the world. He is remembered as a leading intellectual figure in the world of communications strategy.

Judie Lannon isa Marketing Communications and Research Consultant. The major part of her career was with JWT London where she was Research and Planning Director for JWT Europe before leaving to set up her own consultancy. In addition to working with clients on branding projects, she is editor of Market Leader, the journal of the Marketing Society and on editorial board of the International Journal of Advertising

Merry Baskin, after several years as one of the industry s top planning directors (including running the UK s largest planning department at JWT and America s coolest at Chiat/Day New York), founded her own strategic planning consultancy, Baskin Shark (where brands move forward or die!) in 2000. She also works with the APG and American Association of Advertising Agencies providing training for the advertising and marketing industry, and account planers in particular. She remains one of the leading lights behind the renaissance and expansion of the Account Planning Group (APG) both in the UK and overseas (UK Chairman 1998-2000).