Spiral Bound
156 pages
Account Planning and Strategic Planning for Smaller Agencies

Product Details
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