- Tapa blanda: 138 páginas
- Editor: Lightning Source Inc (5 de agosto de 2010)
- Idioma: Inglés
- ISBN-10: 0989284905
- ISBN-13: 978-0989284905
- Valoración media de los clientes: Sé el primero en opinar sobre este producto
- Clasificación en los más vendidos de Amazon: nº310.938 en Libros en idiomas extranjeros (Ver el Top 100 en Libros en idiomas extranjeros)
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The Practical Pocket Guide to Account Planning (Inglés) Tapa blanda – 5 ago 2010
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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. 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.
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Further, I can attest that my college students loved reading it as part of the course assignments. It’s written in everyday language, gets right to the point, and arms them with a clear understanding of the fundamentals of Account Planning. My students said this book helped them gain a clearer picture of agency life and the Planner’s role in it. And their exam scores proved that they truly did understand it! This book is a must for any professor teaching communication strategy or research.
The Practical Guide To Account Planning claims to be, and it is in fact, a real world primer for aspiring account planners. It is written in clear, concise, unflashy prose. But, like a few other books that are written as primers - Up The Organization, The Prince and Ogilvy on Advertising come to mind - this has the power to make even the most experienced practitioner of insight-driven communication and innovation aspire once again.
I've given my first copy to my chief strategy officer and said, "This is the best yet."
I've already ordered my own new copy.
I'm sure we'll be buying one for each and every planner on our team.
Kocek brings humor and honestly to the field of account planning and offers a slew of helpful tips for those in pursuit of this career. Each section is also broken down into simple language that anyone can understand and supporting illustrations give breaks for the eye to rest and many also contain humor. Would definitely recommend this book if you need a quick insight into this particular field and will keep my copy handing in the future.
The book is written in an easy to understand and interesting format. It's a breeze to run through and has a lot of great reference tips for new students and ad professionals looking to gain a better understanding of the world of planning.
Cheers to Chris Kocek, this book is fantastic.