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A Master Class in Brand Planning: The Timeless Works of
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A Master Class in Brand Planning: The Timeless Works of
Stephen King
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business account Hardcover: 396 pages Publisher: Wiley; 1 edition (December 10, 2007) Language: English
ISBN-10: 0470517913 ISBN-13: 978-0470517918 Product Dimensions: 7 x 1.2 x 9.8 inches Shipping
Weight: 1.8 pounds (View shipping rates and policies)
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Book Description
In 1988, on Stephen King’s retirement JWT published ‘The King Papers’ a small collection of
Stephen King’s published writings spanning 1967-1985. They remain timelessly potentially
valuable but are an almost unexploited gold mine. This book is comprised of a selection of 20-25
of Stephen King’s most important articles, each one introduced by a known and respected
practitioner who, in turn, describes the relevance of the particular original idea to the
communications environment of today. The worth of this material is that, although the context in
which the original papers were written is different, the principles themselves are appropriate to
marketing communications in today’s more complex media environment. The book will serve as
a valuable reference book for today’s practitioners, as well as a unique source of sophisticated,
contemporary thinking.

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