Readings in Account Planning
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Description: Beginning with Stanley Pollitt's prescient observations on the need for planning, How I Started Account Planning, and concluding with the likes of John Griffiths' Above and Beyond Account Planning, every article in this collection contains nourishing food for thought. Hart Weichselbaum has assembled some of the best of the best, including:--excerpts for Alan Hedges' legendary Testing to Destruction;--Getting in Character by Lisa Fortini-Campbell, author of Hitting the Sweet Spot;--Cool Hunt and The Science of Shopping by Malcolm Gladwell;--and much more.Finally, this book introduces and original piece by editor Hart Weichselbaum. As Director of Account Planning for the Richards Group, he was part of literally hundreds on new business pitches--at an agency that had an excellent success rate. Here, he shares his methodology with Planning the New Business Pitch: A Practical Guide.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
Size: 7.00" wide x 10.00" long x 0.75" tall