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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