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A Master Class in Brand Planning: The Timeless Works of Stephen King

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A Master Class in Brand Planning: The Timeless Works of Stephen King

In 1988, on Stephen Kingâ€™s retirement JWT published â€˜The King Papersâ€™ a small collection of Stephen Kingâ€™s published writings spanning 1967-1985.Â They remain timelessly potentially valuable but are an almost unexploited gold mine.Â This book is comprised of a selection of 20-25 of Stephen Kingâ€™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 todayâ€™s more complex media environment.Â

The book will serve as a valuable reference book for todayâ€™s practitioners, as well as a unique source of sophisticated, contemporary thinking.