TY  - JOUR
AB  - Account planning as a discipline has been somewhat obscured from academic view. In practice, it has played a significant role in the development of the marketing communications (especially, advertising) industry although it has been adopted in varying forms and with differing emphases. It has been misunderstood by many. This paper offers a summary of the insights gained from the papers contained in this special issue of Marketing Intelligence & Planning; papers that represent many years of experience in the field; papers that are a mix of academic and practitioner perspectives. Collectively, they describe this faintly mysterious discipline more completely than any other published source of which we know. What is clear from the papers is the absence of any agreed succinct description or definition of what account planning should be in the current and anticipated future marketing communications environment. This paper attempts to remedy this situation by proposing a definition of account planning derived from this collective work which others may wish to accept, develop, repudiate or (best of all) debate.
VL  - 21
IS  - 7
SN  - 0263-4503
DO  - 10.1108/02634500310504241
UR  - https://doi.org/10.1108/02634500310504241
AU  - Crosier Keith
AU  - Pickton David
PY  - 2003
Y1  - 2003/01/01
TI  - Marketing intelligence and account planning: insights from the experts
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 410
EP  - 415
Y2  - 2024/04/19
ER  -