Complete Guide to Integrated Marketing
Published on 2. August 1996
Book
Hardback
288 pages
978-0-471-12439-9 (ISBN)
Description
This work explains the integrated marketing approach in-depth and in easy-to-understand language. It gives real-life examples of successful ads, direct mail pieces, promotions, and publicity releases that are applicable to small businesses. The different interactive technologies are thoroughly explored on a chapter-by-chapter basis, and pointers are provided on making profitable decisions and improving marketing skills.
More details
Series
Language
English
Place of publication
New York
United States
Publishing group
John Wiley and Sons Ltd
Target group
Professional and scholarly
Illustrations
Illustrations
Dimensions
Height: 242 mm
Width: 160 mm
Weight
624 gr
ISBN-13
978-0-471-12439-9 (9780471124399)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
Partial table of contents:; MIXED MEDIA MARKETING COMMUNICATIONS; Marketing as a Search and Rescue Function; Case Studies: Develop the Skill of Copycatting; ADVERTISING: THE UNDERPINNING OF MARKETING; Choosing Media; The Message: A Bill of Writes and Wrongs; DIRECT-RESPONSE MARKETING: IT'S DIRECT MAIL AND MUCH MORE; Beyond Envelopes and Letters; PROMOTION: IT CAN BE EXCEPTIONALLY COST-EFFECTIVE; Packaging: An Important Promotion Tool; Wanted: A Few (More) Good Promotions; Case Studies: How the Pros Used Direct Promotions; PUBLICITY: LEAST EXPENSIVE MARKETING TOOL MONEY CAN'T BUY; Broadcast and Narrowcast Publicity/=The VNR; Crisis Communications: Turning Bad Happenings to Good Press; Case Studies: How the Pros Used Publicity; Index.