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The Art of Client Service: The Classic Guide, Updated for Today′s Marketers and Advertisers

De (autor) Cuvânt înainte de Ian Schafer
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en Limba Engleză Hardback – 22 Apr 2016
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If you work with clients in any industry, "The Art of Client Service" is for you. If you work in an advertising or marketing agency, then this book is indispensable.
Distilling decades of experience, advertising executive Robert Solomon has compiled the definitive resource for advertising and marketing account executives: a fast-reading, pocket-size, actionable checklist of 58 essential ideas to help client service professionals improve their account management strategy and skills.
Now fully updated and revised, "The Art of Client Service "is geared to the entire account team -- copy writers, art directors, and planners, researchers, media executives, support staff -- anyone who works with clients. With brevity, levity, and clarity, Solomon recounts both successes and failures, and uses them to formulate fast-reading, actionable tips, including:
  • Know when to look it up; know when to make it up. (#7)
  • What happens when I screw up? (#51)
  • Respect what it takes to do great creative. (#19)
  • In a high-tech world, be low-tech (#46)
  • Be brief, be bright, be gone. (#31)
  • How to write a letter of proposal (#44)
  • The Zen of PowerPoint. (#45)

You'll also find new chapters on technology in advertising, the changing role of client service in an increasingly high-tech era, and an updated bibliography of essential reading.
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Specificații

ISBN-13: 9781119227823
ISBN-10: 1119227828
Pagini: 288
Dimensiuni: 142 x 221 x 25 mm
Greutate: 0.39 kg
Ediția: 3rd Edition
Editura: Wiley
Locul publicării: Hoboken, United States

Recenzii

" Robert Solomon has written an insightful book on everything you need to know about becoming an outstanding account person in a professional service firm. A must-read for both beginners and pros."-- Tom Watson, Vice Chairman and Chief Growth Officer, Omnicom Group, Inc.

""""A book about client service that is so practical it's almost embarrassing. Solomon offers unique perspectives that help clients, creatives, and, oh yeah, account people do their jobs better, resulting in more creative marketing."--Tom Monahan, President, Before & After, and author of "The Do-it-Yourself Lobotomy""It is said that great clients get great work, but it doesn't magically happen! Without great account people daily bridging the gap between client and agency demands, it's virtually impossible. This is a must read book for all who have chosen to engage in the fine art of serving clients - truly a fresh dose of account management inspiration!"--Karen M. Jones, Senior Vice President, Corporate and Marketing Communications, DHL Express
"With all the time and money it takes to win new business, professional services firms would be smarter to improve client service to retain more clients. Reading and practicing Robert Solomon's advice is guaranteed to help."--Joanne Davis, Joanne Davis Consulting
"As a career-long 'client, ' I've been on a continuous search for the ideal agency account person. Robert Solomon...and students of his text...would clearly fit the bill. CMOs want insights, partnership, creative team leadership and results. "The Art of Client Service" teaches how to deliver them all."--Sara Lipson, Chief Customer Sciences Officer, Market & Business Intelligence TIAA-CREF
"This book is essential reading for anyone in the creative services profession. Marketing disciplines may change with the times, but the art of client service is timeless--and Robert has captured its essence."--Barry Wacksman, Executive Vice President, Chief Growth Officer R/GA
"In additionto sage, prescriptive advice, Robert demonstrates the importance of checking oneself with a good, hard look in the mirror--to learn lessons, and strive for greatness in the craft of managing client relationships."--Sarah Fay, President, Isobar U.S.

Notă biografică

Robert Solomon is one of America's most knowledgeable and respected client service executives. A frequent speaker on account management, Robert runs Solomon Strategic, a firm he founded in 1999 to provide marketing counsel and executive coaching to advertising agencies, client companies, and individual marketing professionals. He has a long-standing affiliation with Gardner Nelson & Partners, where he helps create effective integrated advertising/direct/interactive campaigns. Robert previously was CEO of Rapp Collins New York, President of Direct and Interactive Marketing at Ammirati Puris Lintas, Managing Director of FCB Direct West, and Senior Vice President at Bronner Slosberg Associates (now Digitas). You can reach Robert at robert@solomonstrategic.com.