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Account Planning and Strategic Planning for Smaller Agencies

Product Details

Spiral Bound
156 pages

Price

Second Wind Members
$95.95

Non-members
$119.95
 

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

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