Can I read The Practical Pocket Guide to Account Planning on EtoBox?

The Practical Pocket Guide to Account Planning by Chris Kocek, Lin Zagorski, Rebecca Pollock is a reference work available to read on EtoBox.

What is The Practical Pocket Guide to Account Planning about?

138 pages : 20 cm 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 Includes bibliographical references (pages 140-141) and index Part I: Ori

Who reads The Practical Pocket Guide to Account Planning?

Author

Chris Kocek, Lin Zagorski, Rebecca Pollock

Publisher

[Austin, Tex.]: Yellow Bird Press

Published

2013

Language

EN

ISBN

9780989284905

Category

reference

Subjects

Business, Marketing, Fiction

Rating

3.99 / 5 (60 ratings)

Updated

2026-03-14