Entrepreneur Magazine Guide to Integrated Marketing

Name: Entrepreneur Magazine Guide to Integrated Marketing
Price: 11.84 USD
Availability: InStock
ISBN: 9780471124412

ISBN-10: 0471124419

ISBN-13: 9780471124412

Edition: 1st 1996

Authors: Jeanette Smith

List price: $19.95

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Description:

Explaining the integrated marketing approach in depth & in easy-to-understand language makes this a comprehensive manual. It gives real-life examples of successful ads, direct mail pieces, promotions, & pubilicty releases for small businesses.

Book details

List price: $19.95
Edition: 1st
Copyright year: 1996
Publisher: John Wiley & Sons, Incorporated
Publication date: 7/31/1996
Binding: Paperback
Pages: 277
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 0.946
Language: English



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