Readings in Account Planning [Paperback]

Hart Weichselbaum (Editor), Bendinger, Gladwell, Baskin, Pollitt (Contributor), Gordon, Feldwick, Bedbury Hedges (Contributor)

Editorial Reviews

About the Author

Hart Weichselbaum is a consumer psychologist and founder of The Planning Practice, a planning consultancy in Chicago. He was head of account planning at The Richards Group and Foot, Cone, and Belding, and was a founding member of the largest organization of advertising strategists in the US, with an undergraduate degree from University of Chicago and a PhD from the University of Colorado.  He was also a bartender most of the time he was in school and thus learned about human condition from an entirely different point of view. He brings all these perspectives to bear on his work - combining both a head and a heart of exceptional quality.

Product Details

• Paperback: 316 pages
• Publisher: Copy Workshop; 1 edition (April 1, 2008)
• Language: English
• ISBN-10: 1887229361
• ISBN-13: 978-1887229364
• Product Dimensions: 9.9 x 6.9 x 0.7 inches
• Shipping Weight: 1.4 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #301,883 in Books (See Top 100 in Books)

More About the Author

Hart Weichselbaum is founder and principal of the THE PLANNING PRACTICE, a consultancy dedicated to translating insights about people and brands into profitable marketing strategies (www.planningpractice.com). Hart was an advertising executive for 16 years, an adjunct faculty member at DePaul University's Kellstadt Graduate School of Business, and a founding member of America's largest professional organization of advertising strategists. He recently edited "Readings in Account Planning," a textbook for college and graduate advertising students, published by The Copy Workshop.

Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars Weichselbaum is a mad genius!, December 12, 2008

By 

Jordan Olshansky (San Francisco, CA) - See all my reviews
(REAL NAME)   

This review is from: Readings in Account Planning (Paperback)

Hart Weichselbaum is a mad genius. I should know, he was one of my first bosses. And he knows his stuff when it comes to Account Planning. This is a must read for those new to the profession, or old guys wanting a refresher and some inspiration. I have my own little business now, and this book is mandatory reading for new employees.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Get this book now!, July 6, 2010

By 

Bill Mitchell "RagingBill" (Baltimore, MD USA) - See all my reviews

Amazon Verified Purchase

This review is from: Readings in Account Planning (Paperback)

I could not put this book down when I bought it. I was underlining so much material, I needed to find a whole-new system for my underlining. I also was writing notes around the sides of each page. This book will either teach you things you never knew -- or reinforce what you already believe. It's the Bible for understanding strategic planning.

Bill Mitchell