Forensic Marketing The Professional's Guide to Optimizing Results from Marketing Communication

Name: Forensic Marketing The Professional's Guide to Optimizing Results from Marketing Communication
Price: 31.79 USD
Availability: InStock
ISBN: 9780077079000

ISBN-10: 0077079000

ISBN-13: 9780077079000

Edition: 1995

Authors: Gavin Barrett

List price: $24.95

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Description:

To be effective, the marketing function relies on the specialist services of marketing communication facilities: advertising, market research, public relations and telemarketing. This book provides a new discipline, suggesting that one should look at why a certain method is chosen by looking back in more depth to previous efforts so that wiser decisions can be made in the future.

Book details

List price: $24.95
Copyright year: 1995
Publisher: McGraw-Hill Companies, The
Binding: Hardcover
Pages: 224
Size: 6.50" wide x 9.50" long x 0.75" tall
Weight: 1.034
Language: English

Series Foreword
About the contributors
Foreword
Acknowledgements
Introduction: why FORENSIC?
The devil and the deep blue sea	p. 1
If you don't know where you are going, you will end up somewhere else	p. 13
Sorting the wheat from the chaff	p. 30
Market research: the beginning of wisdom	p. 45
Six ways to make advertising more productive (instead of just creative)	p. 63
Corporate image: credo or convenience?	p. 74
Public and media relations: well-informed publics?	p. 87
Below-the-line literature: indulgence or lifeline?	p. 100
Relationship marketing: it takes two to tango	p. 112
Geodemographic segmentation: you are where you live	p. 131
Telemarketing: getting ever closer to home	p. 148
New technologies: anticipating their impact	p. 161
Common ground, valuable differences: making sense of the choices	p. 179
Back to the start-line? Selling it to your boss	p. 188
Bibliography and further reading	p. 198
Index	p. 201
Table of Contents provided by Blackwell. All Rights Reserved.