The Practical Pocket Guide to Account Planning PDF Download
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Author: Chris Kocek
Publisher:
ISBN: 9780989284905
Category : Advertising
Languages : en
Pages : 0
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Book Description
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.
Author: Chris Kocek
Publisher:
ISBN: 9780989284905
Category : Advertising
Languages : en
Pages : 0
Get Book Here
Book Description
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.
Author: Steve Hoyle
Publisher: Lulu.com
ISBN: 1291453121
Category : Business & Economics
Languages : en
Pages : 200
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Book Description
Chess is often regarded as one of the most complex of games, but is child's play when compared to real Account Management and real Account Planning. This handbook explains how it is a far more complex game and will give you the tools, techniques and tips to significantly improve your performance and results in this critical area. This book is not for everyone. You will only appreciate it if: -You are engaged in complex Business-to-Business (B2B) sales -You face tough competition in your market -You want to generate more orders, revenues or margin for less effort and with lower risk, increasing your personal performance, success and take home pay -You are interested in real life tools and techniques used by the best Account Managers rather than academic theory -You want an approach which is based in the realities of today's New Norm of Selling, rather than 80's (or older) selling methods -You want to be more in control of your business, rather than your business controlling you.
Author: Donal Daly
Publisher: Oak Tree Press (Ireland)
ISBN: 9781781190876
Category : Business & Economics
Languages : en
Pages : 222
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Book Description
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.
Author: Jon Steel
Publisher: John Wiley & Sons
ISBN:
Category : Business & Economics
Languages : en
Pages : 330
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Book Description
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.
Author: Larry Kelley
Publisher: Routledge
ISBN: 1317507436
Category : Business & Economics
Languages : en
Pages : 263
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Book Description
Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.
Author: Mark Pollard
Publisher:
ISBN: 9781950372003
Category :
Languages : en
Pages : 400
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Book Description
Author: Mark Donnolo
Publisher: Association for Talent Development
ISBN: 1562867776
Category : Business & Economics
Languages : en
Pages : 201
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Book Description
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!
Author: Judie Lannon
Publisher: John Wiley & Sons
ISBN: 0470517913
Category : Business & Economics
Languages : en
Pages : 404
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Book Description
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.
Author: Marc Brenman
Publisher: Island Press
ISBN: 1610912330
Category : Architecture
Languages : en
Pages : 220
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Book Description
American communities are changing fast: ethnic minority populations are growing, home ownership is falling, the number of people per household is going up, and salaries are going down. According to Marc Brenman and Thomas W. Sanchez, the planning field is largely unprepared for these fundamental shifts. If planners are going to adequately serve residents of diverse ages, races, and income levels, they need to address basic issues of equity. Planning as if People Matter offers practical solutions to make our communities more livable and more equitable for all residents. While there are many books on environmental justice, relatively few go beyond theory to give real-world examples of how better planning can level inequities. In contrast, Planning as if People Matter is written expressly for planning practitioners, public administrators, policy-makers, activists, and students who must directly confront these challenges. It provides new insights about familiar topics such as stakeholder participation and civil rights. And it addresses emerging issues, including disaster response, new technologies, and equity metrics. Far from an academic treatment, Planning as if People Matter is rooted in hard data, on-the-ground experience, and current policy analysis. In this tumultuous period of economic change, there has never been a better time to reform the planning process. Brenman and Sanchez point the way toward a more just social landscape.
Author: R. Carlock
Publisher: Springer
ISBN: 0230508758
Category : Business & Economics
Languages : en
Pages : 289
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Book Description
Family business planning has traditionally centered on two issues - estate planning and succession. These goals are far too limited for today's family firm. Business families want to turn the business into not only a tool for profit, but for self-expression, innovation and legacy. The authors introduce the new concept of the Parallel Planning Process, explaining how to integrate the needs and expectations of the family and business systems in order to create an organic and entrepreneurial unit. Planning and decision making templates are included as well as studies of well-known family businesses.
