{"product_id":"the-practical-pocket-guide-to-account-planning","title":"The Practical Pocket Guide to Account Planning","description":"The Practical Pocket Guide to Account Planning provides a straightforward, no nonsense approach to understanding what account planners do on a daily basis and how they do it. Filled with real world examples, amusing anecdotes, and useful techniques for getting to better insights, the book provides a clear path for how account planners can collaborate with creatives to produce great work that is insightful, engaging, and culturally infectious.\n\nIn this engaging 2-hour read, you'll learn: The difference between most account planning job descriptions and day-to-day realities Critical planning skills, including: concept testing, copy testing, discussion guides, positioning, and the basics of good research Techniques for writing better briefs and ideas for how to lead more engaging briefings How to be an ally to creatives so that together you can sell big, culturally infectious ideas to clients Whether you're a client, a creative, an account manager, or an aspiring account planner, this book will help you understand how planners think and what great planning can do.\u003cbr\u003eASIN: 0989284905\u003cbr\u003eVSKU: DBV.0989284905.A\u003cbr\u003eCondition: Acceptable\u003cbr\u003eAuthor\/Artist:Kocek, Chris\u003cbr\u003eBinding: Paperback\u003cbr\u003e\u003cb\u003eNote:\u003c\/b\u003e Any images shown are stock photographs and product may differ from what is shown.  \u003cbr\u003e\u003cb\u003eCondition Notes\u003c\/b\u003e: This copy has clearly been enjoyed—expect noticeable shelf wear and some minor creases to the cover. Binding is strong, and all pages are legible. May contain previous library markings or stamps.  \u003cbr\u003e","brand":"Dream Books Co.","offers":[{"title":"Default Title","offer_id":41509519982650,"sku":"DBV.0989284905.A","price":6.79,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/6011\/0138\/files\/0989284905-0.jpg?v=1783404419","url":"https:\/\/shop.dreambooksco.com\/products\/the-practical-pocket-guide-to-account-planning","provider":"Dream Books Co.","version":"1.0","type":"link"}