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.
Table of contents
- Title Page
- Copyright Page
- Dedication
- Introduction
- About the Book: How it Happened
- Acknowledgements
- About the Contributors
-
Part I - Planning: Role and Structure
- Chapter 1 - Who Do You Think You Are?
- Chapter 2 - How Brands and the Skills of Branding have Flowered
- Chapter 3 - The Price of Freedom is Eternal Vigilance
- Chapter 4 - The Market’s Evolved, Why Hasn’t Planning?
- Chapter 5 - Learning and Improvement, Not Proof and Magic Solutions
- Chapter 6 - The Media Planner’s Revenge
- Part II - Planning: Craft Skills
-
Part III - Market Research
- Chapter 11 - A Theory that Built a Company
- Chapter 12 - The Great Bridge Builder: Searching for Order out of Chaos
- Chapter 13 - You Can’t Make Sense of Facts until you’ve Had an Idea
- Chapter 14 - Measuring Public Opinion in an Individualistic World
- Chapter 15 - The Perfect Role Model for Researchers Today
- Part IV - Marketing – General
- Resumé of Stephen King’s Life
- Index
Product information
- Title: A Master Class in Brand Planning: The Timeless Works of Stephen King
- Author(s):
- Release date: December 2007
- Publisher(s): Wiley
- ISBN: 9780470517918
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