Product Description

In 1988, on Stephen King’s retirement JWT published ‘The King Papers’ a small collection of Stephen King’s published writings spanning 1967–1985.  They remain timelessly potentially valuable but are an almost unexploited gold mine.  This book is comprised of a selection of 20–25 of Stephen King’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 today’s more complex media environment. 

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

Product Details

• Amazon Sales Rank: #85146 in Books
• Published on: 2007-10-26
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 396 pages

Review
"Every planner needs this book – and the brave ones will give it to their clients, too."  (Admap, November 2007)

"A valuable reference book for today′s practitioners, as well as a unique source of sophisticated, contemporary thinking."  (Retail & Leisure International, December 2007)

"...a good book to keep beside your desk...it will help to clear the mind as an ongoing mental workout."  (Market Leader, Winter 2007)

Review
"Every planner needs this book – and the brave ones will give it to their clients, too."  (Admap, November 2007)

"A valuable reference book for today′s practitioners, as well as a unique source of sophisticated, contemporary thinking."  (Retail & Leisure International, December 2007)

"...a good book to keep beside your desk...it will help to clear the mind as an ongoing mental workout."  (Market Leader, Winter 2007)

"Reading the book is terribly easy as well as informative. Stephen King was a model of brevity and clarity..." (Mike Imms, 29th January 2008)

Market Leader, Winter 2007
"...a good book to keep beside your desk...it will help to clear the mind as an ongoing mental workout."

Customer Reviews

The One Book You Must Read...!
Stephen King's contribution to both the theory and the practice of Brand Management has been immense - some (I would certainly include myself here) would claim that he was THE most important thinker and practitioner during the 1970s and 1980s. When we set up the Planning Department at Guinness in the early 1980s we did so very much as a reflection of Stephen's ideas. This proved to be a very wise decision that helped the company become the darling of the Stock market.

This book includes all of Stephen's most influential writings, each accompanied by a useful commentary from one of the 21st century's marketing and branding experts. It is difficult to choose the most important articles (they are all not only full of Stephen's clear thinking but also written in his down-to-earth, lucid style) but 'What is a Brand?', 'The Anatomy of Account Planning' and 'Can Research Evaluate the Creative Content of Advertising?' are all 'great reads' and have been particularly influential.

The book has been very intelligently edited by two highly experienced branding practitioners assisted by another highly respected marketing thinker (and colleague of Stephen's), Jeremy Bullmore, Their respect and admiration for Stephen are very clear. As an antidote to much of the New Age nonsense that is now being published under the 'Insight' banner this is a mandatory read.

I have now added it to the 'must read' section of the references that I give to my students.

Terry Hanby
University of Cambridge

Seminal Stuff
Anyone engaged on the business of brand marketing should buy this book and dip into it from time to time. It's like a conscience or voice of reason in the increasingly silly world of brand marketing. Although some of the papers are probably older than the brand teams you may work with they still have an astonishing relevance for today.

The Reference Book for Advertising Planners
Anyone engaged in or connected with the black arts of account planning should read this book. It will bring refreshing clarity to the increasingly confused world that account planners and brand marketers face. The fact that it is now 40 years since Stephen King formerly established account planning account planing shouldn't put you off; 90% of King's thinking and processes are as relevant today. I dip into this book at least weekly, informing and inspiring me in equal measure