A lack of 'true believers' in the account planning discipline in Australia

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Title A lack of 'true believers' in the account planning discipline in Australia
Author Butcher, Ken; McCulloch, Rod
Journal Name Marketing Intelligence & Planning
Year Published 2003
Place of publication UK
Publisher Emerald Group Publishing Ltd.
Abstract In Australia, advertising agencies have partially embraced the UK-originated account planning philosophy. In an exploratory study, six senior account planning directors were interviewed to gain insights into account planning in Australia. It appears that the scale and nature of the Australian advertising industry militates against full acceptance of the UK model. Indeed, the UK model has met resistance from several areas. It was further found that the expectations of the planners' role probably exceed the individual's capacity to deliver on that role. Hence, the outlook for planning other than for a small group of “true blues”, to use the Australian argot, may have limited success in Australia.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1108/02634500310504322
Volume 21
Issue Number 7
Page from 473
Page to 479
ISSN 02634503
Date Accessioned 2006-07-22
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
URI http://hdl.handle.net/10072/26581
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1x

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