Account Planning and Strategic Planning for Smaller Agencies

A step-by-step plan for training account service people to use account planning to service—and grow—accounts. Includes a special section on conducting and utilizing marketing research.

• Account planning defined
  
• Why account planning is critical to account service success
  
• A planning process your agency can implement immediately
  
• Guerrilla research techniques
  
• The account executive as the client’s eyes and ears in the agency
  
• The relationship between account planning and the creative department