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. Agencies

Margaret MorrisonUniversity of TennesseeEric HaleyUniversity of Tennessee

INTRODUCTION

Account planning, after originating in the United Kingdom in 1965, spread to the United States in the early 1980s and grew....

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