“Customer-centric” is the marketing buzzword on everyone’s lips. Coupled with an increased emphasis on customized communications, it means we need to understand consumer attitudes and motivation in greater depth than ever before. This gives account planners a central role in the new marketing paradigm, but only if they – and their agencies – can find new ways of working to take advantage of the opportunity.
Account planning, a staple of multi-national networks in the pre-dot.com bust era, is enjoying resurgence as clients once again focus on strategies for growth. But our world has changed radically since the core tenets of account planning were established by Jane Newman in the late 1980’s – and now it’s time for a re-think.
Author by Cathy Clift
Courtesy of www.adotas.com
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