Account Planning

Account planning is an important activity in mainstream advertising, and represents both a philosophy of advertising development as well as an analytical technique to centralize consumer insights in the creation of advertising messages. This chapter summarizes past and current scholarship on account...

Ausführliche Beschreibung

Bibliographische Detailangaben

Hauptverfasser:	Patwardhan, Padmini, Patwardhan, Hemant
Format:	Buchkapitel
Sprache:	eng
Schlagworte:	account planning advertising research planning‐related research
Online-Zugang:	Volltext
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