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Definition of Account planning

Account planning Definition from Business & Finance Dictionaries & Glossaries
Raynet Business & Marketing Glossary
Business-to-business marketing plans created by manufacturers. These plans schedule product promotions, deals and
Copyright © 2001, Ray Wright
Account planning Definition from Encyclopedia Dictionaries & Glossaries
Wikipedia English - The Free Encyclopedia
Medium to large-sized advertising agencies divide their work into various departments, traditionally splitting functions into interacting with clients and looking out for their interests (account management), buying advertising (media), and creating advertising (creative). The importance of the voice of the consumer has grown over time. Around the 1980s US ad agencies introduced a new discipline from the UK called account planning which became a primary function in most US ad agencies in the 90s. Account planning brings the consumer into the process of developing advertising.

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