by Jon Steel · E.H.ko Teologi Institutoa · tapa blanda · ISBN 9788482112435
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«Verdades, mentiras y publicidad» is Jon Steel's essay on account planning, published by Celeste in paperback (242 pages, in Spanish).
Jon Steel explains the art of account planning: the strategies and techniques used to manage advertising accounts and build campaigns. The essay analyses the craft and, true to its title, distinguishes the truths from the usual lies of the advertising industry.
Spanish edition, published in 2000; original title: 'Truth, Lies and Advertising: The Art of Account Planning' (1998).
It is a work for students and professionals in marketing and advertising interested in account planning.
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