Infusing business and brand strategies into account planning

Marketing Intelligence & Planning

Volumn 21, Issue 7, 2003, Pages 435-439

  Osler, Rob ^a  

^a Landor Associates   (United States)

Author keywords

Accounts; Advertising agencies; Marketing strategy

Indexed keywords

EID: 84986077417     PISSN: 02634503     EISSN: None     Source Type: Journal    
DOI: 10.1108/02634500310504278     Document Type: Review

References (5)

1. Aaker, J.L. (1995), “Conceptualizing and measuring brand personality: a brand personality scale”, working paper, Stanford University.
2. Abell, D.F. (1980), Defining the Business: The Starting-Point of Strategic Planning, Prentice-Hall, Englewood Cliffs, NJ.
3. Baskin, M. (2001), “What is account planning? A revised millennium definition”, available at: www.apg.org.uk.
4. Hill, C.W.L. and Jones, G.R. (2001), Strategic Management Theory, Houghton-Mifflin Company, Boston, MA.
5. Porter, M.E. (1985), Competitive Advantage: Creating and Sustaining Superior Performance, Free Press, New York, NY.