Super strategist : the art and science of modern account planning /
"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 s...
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| Main Author: | |
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| Format: | Electronic eBook |
| Language: | English |
| Published: |
Vancouver ; Berkeley :
Figure 1,
2021.
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| Subjects: | |
| Online Access: | CONNECT |
Table of Contents:
- An Industry in Flux
- From Account Planner to Super Strategist
- Brand Matters
- The Brand House
- Modern Consumer Research
- Data and the Science of Strategic Planning
- The Creative Brief
- The Customer Journey.
