How to be a master planner : Stephen King's timeless works on brands and communication

Content: Introduction.   About the Book: How it Happened.   Acknowledgements.   About the Contributors.   PART I: PLANNING: ROLE AND STRUCTURE.   1 Who Do You Think You Are?  ( Malcolm White ). 1.1 The Anatomy of Account Planning ( Stephen King ). 1.2 The Origins of Account Planning ( John Treasure ). 1.3 How I Started Account Planning in Agencies ( Stanley Pollitt ).  2 How Brands and the Skills of Branding have Flowered  ( Rita Clifton ). 2.1 What is a Brand? ( Stephen King ).  3 The Price of Freedom is Eternal Vigilance  ( Rory Sutherland ). 3.1 Advertising: Art and Science ( Stephen King ).  4 The Market\'s Evolved, Why Hasn\'t Planning?  ( Merry Baskin ). 4.1 Strategic Development of Brands ( Stephen King ).  5 Learning and Improvement, Not Proof and Magic Solutions  ( William Eccleshare ). 5.1 Improving Advertising Decisions ( Stephen King ).  6 The Media Planner\'s Revenge  ( Marco Rimini ). 6.1 Inter-media Decisions: Implications for Agency Structure ( Stephen King ).  PART II: PLANNING: CRAFT SKILLS.   7 A Revolutionary Challenge to ConventionalWisdom  ( Paul Feldwick ). 7.1 What Can Pre-testing Do? ( Stephen King ).  8 FourWisest Principles You Will Ever Read  ( Simon Clemmow ). 8.1 Practical Progress from a Theory of Advertisements ( Stephen King ).  9 JWT\'s Debt to Stephen King  ( Guy Murphy ). 9.1 In Pursuit of an Intense Response ( Rosemarie Ryan and Ty Montague ). 9.2 Advertising Idea ( Stephen King  - from JWT  Toolkit ). 9.3 JWT Engagement Planning in China: The Art of Idea Management ( Tom Doctoroff ).  10 Short-Term Effects may be Easier to Measure but Long-Term Effects are More Important  ( Tim Broadbent ). 10.1 Setting Advertising Budgets for Lasting Effects ( Stephen King ).  PART III: MARKET RESEARCH.   11 A Theory that Built a Company  ( Mike Hall ). 11.1 Can Research Evaluate the Creative Content of Advertising? ( Stephen King ).  12 The Great Bridge Builder: Searching for Order out of Chaos  ( Creenagh Lodge ). 12.1 Advertising Research for New Brands ( Stephen King ).  13 You Can\'t Make Sense of Facts until you\'ve Had an Idea  ( Kevin McLean ). 13.1 Applying Research to Decision Making ( Stephen King ).  14 Measuring Public Opinion in an IndividualisticWorld  ( Chris Forrest ). 14.1 Conflicts in Democracy: The Need for More Opinion Research ( Stephen King ).  15 The Perfect Role Model for Researchers Today  ( David Smith ). 15.1 Tomorrow\'s Research ( Stephen King ).  PART IV: MARKETING - GENERAL.   16 Old Brands Never Die. They Just get Sold for a Huge Profit  ( Martin Deboo ). 16.1 What Makes New Brands Succeed? ( Stephen King ).  17 The Retail Revolution gets Underway  ( Andrew Seth ). 17.1 What\'s New about the New Advertisers? ( Stephen King ).  18 A Robust Defence of what Brand Advertising is For  ( Stephen Carter ). 18.1 New Brands: Barriers to Entry? ( Stephen King ).  19 The Train to Strawberry Hill  ( Hugh Burkitt ). 19.1 Has Marketing Failed, or was it Never Really Tried? ( Stephen King ).  20 A Challenge to Change Behaviour  ( Neil Cassie ). 20.1 Brand Building in the 1990s ( Stephen King ).  Resume of Stephen King\'s life.   Index.