Preface and acknowledgments
What is account planning?
Situation analysis
Understanding the customer
Defining the target market
Defining the benefit
Brand personality
Brand positioning
The creative brief
Media and account planning
Measuring success
Business-to-business case study: Recon software
Packaged-goods case study: Chiffon margarine
Retail case study : Kmart and Sears
Index
About the authors.

Contents
Preface and acknowledgments
What is account planning?
Situation analysis
Understanding the customer
Defining the target market
Defining the benefit
Brand personality
Brand positioning
The creative brief
Media and account planning
Measuring success
Business-to-business case study: recon software
Packaged goods case study: chiffon margarine
Retail case study : Kmart and Sears
Index.