The Role of Account Planning in U.S. Agencies
Margaret Morrison and Eric Haley
It is now accepted that account planning recognizes the complexity of humans and their emotional attachment to products and that this understanding can be translated into effective campaigns extending far beyond advertising.
The Role of Account Planning in U.S. AgenciesMargaret MorrisonUniversity of TennesseeEric HaleyUniversity of Tennessee
INTRODUCTIONAccount planning, after originating in the United Kingdom in 1965, spread to the United States in the early 1980s and grew....