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.

Contents Include:

  • 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

Product Details

GBC Bound
156 Pages


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