Download or read book Readings in Account Planning written by Hart Weichselbaum and published by Routledge. This book was released on 2008 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: A compilation of some of the best thinking in the exciting and challenging field of account planning. Beginning with Stanley Pollit's "How I Started Account Planning," this great collection includes pieces from John Griffiths, Malcolm Gladwell, Merry Baskin, Paul Feldwick, John Heilleman, and many more.

Download or read book Truth Lies and Advertising written by Jon Steel and published by John Wiley & Sons. This book was released on 1998-03-13 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: Account planning is a discipline that combines aspects of four traditionally separate areas of advertising and marketing. This text aims to demonstrate how to use account planning to win clients and produce better, more effective advertising. It also shows the role account planning played in producing celebrated advertising campaigns.

Download or read book The Practical Pocket Guide to Account Planning written by Chris Kocek and published by . This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Practical Pocket Guide to Account Planning provides a straightforward, no nonsense approach to understanding what Account Planners do on a daily basis and how they do it. Filled with real world examples, amusing anecdotes, and useful techniques for getting to better insights, The Practical Pocket Guide provides a clear path for how Account Planners can collaborate with Creatives to produce great work that is insightful, engaging, and culturally infectious. In this engaging 2-hour read, you'll learn: the difference between most Account Planning job descriptions and day-to-day realities, critical planning skills, including: concept testing, copy testing, discussion guides, positioning, and the basics of good research, techniques for writing better briefs and ideas for how to lead more engaging briefings, and how to be an ally to Creatives so that together you can sell big, culturally infectious ideas to Clients. Whether you're a Client, a Creative, an Account Manager, or an aspiring Account Planner, this book will help you understand how Planners think and what great Planning can really do.

Download or read book Advertising Account Planning written by Carol J. Pardun and published by Rowman & Littlefield. This book was released on 2019-06-05 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising Account Planning in the Digital Media Landscape gives readers the tools to navigate the account planning process online. Incorporating insights from current advertising professionals, this core text explains what the account planner does and the research needed for account planning to be successful within the digital landscape.

Download or read book Readings in Account Planning written by and published by . This book was released on 2007-09-01 with total page 314 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Account Planning in Salesforce written by Donal Daly and published by Oak Tree Press (Ireland). This book was released on 2013-02-01 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: Account Planning is a strategic imperative that goes beyond traditional selling tactics. The benefits that accrue go beyond simple revenue numbers, and point to an approach that must be focused not just on greater revenue as the sole arbiter of strategy. When Account Planning is executed well, customer satisfaction increases. Customers who are more satisfied buy more from you, and do so without calling your competitors first. Customers who are served well are easier to retain, and therefore it is easier to make your revenue targets year after year.

Download or read book The Seven Keys to Managing Strategic Accounts written by Sallie Sherman and published by McGraw Hill Professional. This book was released on 2003-04-29 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: Market-proven strategies to generate competitive advantage by identifying and always taking care of your best customers The Seven Keys to Managing Strategic Accounts provides decision makers with a proactive program for profitably managing their largest, most critical customers--their strategic accounts. Drawing on the expertise of S4 Consulting, Inc., a leading-edge provider of strategic account consulting, and Miller Heiman, a global sales training leader serving many Fortune 500companies, this how-to book shows how many of today's market leaders have learned to focus on their most profitable customers, avoiding or overcoming common errors before they become relationship-crippling disasters. Placing its total focus on the design and implementation of cost-effective strategic account management programs, this hands on book provides: A world-class competency model for strategic account managers Techniques for developing a program to manage and grow "co-destiny" relationships Examples and cases from Honeywell, 3M,and other leading corporations

Download or read book Readings in Planning Theory written by Susan S. Fainstein and published by John Wiley & Sons. This book was released on 2016-01-19 with total page 623 pages. Available in PDF, EPUB and Kindle. Book excerpt: Featuring updates and revisions to reflect rapid changes in an increasingly globalized world, Readings in Planning Theory remains the definitive resource for the latest theoretical and practical debates within the field of planning theory. Represents the newest edition of the leading text in planning theory that brings together the essential classic and cutting-edge readings Features 20 completely new readings (out of 28 total) for the fourth edition Introduces and defines key debates in planning theory with editorial materials and readings selected both for their accessibility and importance Systematically captures the breadth and diversity of planning theory and puts issues into wider social and political contexts without assuming prior knowledge of the field

Download or read book Super Strategist written by Lesley Bielby and published by Figure 1 Publishing. This book was released on 2021-04-27 with total page 175 pages. Available in PDF, EPUB and Kindle. Book excerpt: Super Strategist: The Art and Science of Modern Account Planning is the only modern guide to advertising’s arguably most vital discipline, that has been written with the passion of someone who’s found their calling and the wisdom of an industry veteran who is still actively leading strategy in a large, modern, full-service agency. Super Strategist is full of practical advice for newcomers and usable strategies and insights for experienced planners, or anyone with an interest in the discipline. Readers will find clear outlines of the role of account planners within an agency, including step-by-step plans to achieve success with clients large and small: how to conduct modern consumer research, develop and implement the creative brief, use data skillfully to protect and improve great work, and use all of these tools and more to influence the feather in the planner’s cap—the customer journey. Whether it’s called account planning, brand planning, strategic planning, or creative strategy, the goal is the same: to inspire brilliant work that is backed by rigor and data. Creative is still king, but in today’s fractured markets clients need to know their multi-million-dollar campaigns are supported by up-to-the-minute research and data-driven insights. Account planners ensure, as Douglas Atkins puts it in the foreword, that the work is idea-led, but consumer-informed. To find that perfect balance of art and science, the successful account planner is “X-shaped”: experienced in digital, social, communications and brand strategy, comfortable in creative and quantitative disciplines—a Super Strategist who is the fulcrum of any successful agency.

Download or read book A Practical Guide to Information Systems Strategic Planning written by Anita Cassidy and published by CRC Press. This book was released on 1998-05-29 with total page 302 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today's technological advances are directly affecting the success of business tomorrow. With recent-- and continual--improvements in technology, many organizations are finding their information systems obsolete, and are having to take a close look at their current Information Systems and answer some tough questions, including: How well are our current Information Systems applications meeting the business needs today? How well can they meet the needs of our business tomorrow? Are we obtaining true value from the investments made in Information Systems? Are we integrating the Information Systems projects that provide the most value to business? What Information Systems mission, objectives, and strategies are necessary to successfully meet the business challenges of the future? A Practical Guide to Information Systems Strategic Planning helps take the "guess work" out of evaluating current and future Information Systems, and provides the necessary tools for maximizing the investment made in new technology. This invaluable guide shows readers how to take advantage of the latest technology available in Information Systems planning, and how to develop a solid Information Systems plan that is directly linked to their business' goals. In an easy-to-follow, hands-on format, this complete reference describes a process for facilitating communication between business management and the Information Systems functions. Both Information Systems Executives and general business executives will find the information they need to develop a successful, value-added Information Systems plan. Readers will find a step-by-step approach to the process of developing an Information Systems plan that helps them gain a competitive edge well into the future.

Download or read book Strategic Marketing Planning and Control written by Graeme Drummond and published by Routledge. This book was released on 2007-06-01 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Marketing: planning and control covers contemporary issues by exploring current developments in marketing theory and practice including the concept of a market-led orientation and a resource/asset-based approach to internal analysis and planning. The text provides a synthesis of key strategic marketing concepts in a concise and comprehensive way, and is tightly written to accommodate the reading time pressures on students. The material is highly exam focused and has been class tested and refined. Completely revised and updated, the second edition of Strategic Marketing: planning and control includes chapters on 'competitive intelligence', 'strategy formulation' and 'strategic implementation'. The final chapter, featuring mini case studies, has been thoroughly revised with new and up to date case material.

Download or read book The Copy Workshop Workbook written by Bruce Bendinger and published by . This book was released on 2002 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Essential Account Planning written by Mark Donnolo and published by Association for Talent Development. This book was released on 2017-05-23 with total page 201 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sales growth starts with planning Sales accounts are harder than ever to win, let alone keep. Globalization, cloud computing, and crowdsourcing create a marketplace where any account can be lured away by a hungry startup. And the face-time advantage? Forget it. Today's high-quality sale will likely involve six or more decision makers. That's why it's time to get strategic about how sales teams frame their approach. In Essential Account Planning, sales enablement expert Mark Donnolo blends his years of experience with expert interviews and stories to show you how planning can reliably drive revenue. His five-point framework will prepare you to address the arguments you're certain to hear against account planning, such as lack of commitment, ownership, and time. Each sales organization is unique, but most have similar challenges and succeed using common principles. And chances are, sales reps in your company already perform many of these account planning tasks, albeit on the fly or independent of others. This book's ready-to-use tools and templates will help you get everyone on the same page to deliver immediate results. In this book, you'll learn how to: Develop a consistent account plan structure. Create the habits and culture of an ongoing planning process. Navigate the politics that impede information sharing. Many salespeople believe that more selling creates more sales, but the salespeople who invest in account planning become the true sales leaders. Use Essential Account Planning to bring stability to your sales organization and start seeing the rewards of planning today!

Download or read book Planning and Managing Public Relations Campaigns written by Anne Gregory and published by Kogan Page Publishers. This book was released on 2010-06-03 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: Getting a public relations campaign or programme off the ground can seem an overwhelming task. But, as with any project, the secret of success lies in good planning and effective management. This fully updated second edition of Planning and Managing Public Relations Campaigns provides a blueprint for all practitioners. It describes how to initiate and manage the ongoing development of a programme in a structured way to benefit both the organization and its clients. Practical and easy to read, the book takes the form of a step-by-step guide, covering many vital areas including: the public relations function; starting the planning process; research and analysis; setting objectives; strategy and tactics; timescales and resources; evaluation and review. Packed with numerous case studies, the book demonstrates a 10-point plan for ensuring successful campaigns and programmes. By using the techniques presented here, public relations practitioners will be able to drive events instead of being driven by them. Endorsed by the Institute of Public Relations, Planning and Managing Public Relations Campaigns is vital reading for students, practitioners or managers who want a definitive guide to the planning and management process.

Download or read book Simplified Strategic Planning written by Robert W. Bradford and published by . This book was released on 2000 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: Future success? or future shock? Only companies that plan ahead will survive the changes in business today--and tomorrow.

Download or read book Strategic Marketing Planning written by Richard M.S. Wilson and published by Routledge. This book was released on 2010-05-04 with total page 552 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Marketing Planning concentrates on the critical planning aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process. Leading authors in this sector, Gilligan and Wilson offer current thinking in marketing and consider the changes it has undergone over the past few years. Updated information in this new edition includes: * Changing corporate perspectives on the role of strategic marketing activity * Changing social structures and the rise of social tribes * The significance of the new consumer and how the new consumer needs to be managed * New thinking on market segmentation * Changing routes to market * Developments in e-marketing * Changing environmental structures and pressures

Download or read book Strategic Planning for Results written by Sandra Nelson and published by American Library Association. This book was released on 2008 with total page 311 pages. Available in PDF, EPUB and Kindle. Book excerpt: The PLA Results Series has long served to help public librarians envision, evaluate, and respond to community needs with distinctive programs and services. Building from this proven model, Strategic Planning for Results is the fully revised version of Planning for Results, the foundational book in this groundbreaking series. Sandra Nelson, senior editor of the Results Series, focuses on the essential steps to draft a results-driven, strategic planning process that libraries can complete over the course of four months, regardless of organizational structure or size. Reflecting on the current planning environment for public libraries, Nelson makes the case for strategic rather than long-term planning and includes a wealth of information about understanding and managing the change process to help staff Assess the change-readiness of the library and preparing staff to implement forthcoming changes Simplify data collection and decision-making processes through the use of 14 reproducible workforms Identify service priority options and reach agreement as a group Successfully present and communicate within their library Including the newly revised and adopted Public Library Service Responses, along with case studies, workforms, and tool kits, Strategic Planning for Results offers librarians a wealth of ideas to effectively meet changing community needs.