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How not to Plan: 66 ways to screw it up,Les Binet, Sarah Carter

£4.46
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Located in: South East, United Kingdom
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Last updated on 01 Mar, 2025 11:02:20 GMTView all revisionsView all revisions

Item specifics

Condition
Good: A book that has been read, but is in good condition. Minimal damage to the book cover eg. ...
Title
How not to Plan: 66 ways to screw it up
ISBN
9781789014501
Publication Year
2018
Type
Textbook
Format
Paperback
Language
English
Publication Name
How Not to Plan: 66 Ways to Screw It Up
Item Height
210 mm
Author
Apg Ltd
Publisher
Troubador Publishing
Subject
Business
Item Width
160 mm
Number of Pages
200 Pages

About this product

Product Information

In the sink or swim world of planners, strategists and their clients, now more than ever, there is a need for a practical handbook to guide us through all the main parts of the process. And thanks to Les Binet and Sarah Carter at Adam&eveDDB we now have just that. The original inspiration for the book was a set of articles that they wrote for Admap over 6 years. In these they set out to bust a lot of myths and nonsense that swirl around marketing and communications by using evidence-based approaches and interesting examples to make their points. We've been working with them to turn this treasure chest of wisdom into a practical guide. We've called it How Not To Plan in reference to its myth busting antecedents and in homage to an old but much loved set of essays published back in 1979 in an APG book called 'How to Plan Advertising'. The How Not to Plan of 2018 is a manageably sized handbook which leaves room for your scribbles and notes and can be read as a guide or used as a constant helpful reference point. It's loosely based on the Planning Cycle and is grouped into themes that are important at different stages in the process, covering everything from how to set objectives, the 4 Ps, research and analysis, to briefing, creative work and media and effectiveness At the end of each chapter you'll find a simple 2-minute check list for how to do it better, a short case study showing how it's done brilliantly, a space for your notes and further reading for the intellectually gifted...

Product Identifiers

Publisher
Troubador Publishing
ISBN-13
9781789014501
eBay Product ID (ePID)
9046661963

Product Key Features

Subject
Business
Publication Year
2018
Number of Pages
200 Pages
Publication Name
How Not to Plan: 66 Ways to Screw It Up
Language
English
Type
Textbook
Author
Apg Ltd
Format
Paperback

Dimensions

Item Height
210 mm
Item Width
160 mm

Additional Product Features

Country/Region of Manufacture
United Kingdom
Title_Author
Apg Ltd

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