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Foreword | |
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Preface | |
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Marketing Communication Concepts | |
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Overview | |
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Technology | |
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Communication | |
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Marketing | |
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Technical Marketing Communication | |
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The Technical Marketing Communication Life Cycle | |
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Summing It Up | |
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Applying What You've Learned | |
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Needs Analysis | |
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Overview | |
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Needs Analysis Defined | |
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The Needs Analysis Process | |
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Stay Focused on the Goal | |
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Summing It Up | |
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Applying What You've Learned | |
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Audience Analysis | |
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Overview | |
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Who's Your Audience? | |
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How Can You Learn About Your Audience? | |
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Leveraging Audience Information | |
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Summing It Up | |
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Applying What You've Learned | |
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Strategy Development | |
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Overview | |
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Strategy Development | |
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Technical Marketing Communication Strategies | |
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Hitting the Maturity Curve | |
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Strategic Drivers | |
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Ethics and Compliance | |
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Summing It Up | |
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Applying What You've Learned | |
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Internal and External Branding | |
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Overview | |
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What Is a Brand? | |
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What Distinguishes a Brand? | |
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How Do You Recognize a Brand? | |
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Building Brand Recognition | |
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When Do You Brand? | |
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The Brand Cycle | |
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Summing It Up | |
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Applying What You've Learned | |
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Enhancing and Applying Creativity | |
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Overview | |
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Creativity Defined | |
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Origins of Creativity | |
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Strategies for Enhancing Creativity | |
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Knowing Where to Apply Creativity | |
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Summing It Up | |
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Applying What You've Learned | |
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Print Media | |
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Overview | |
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Why Choose Print? | |
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Brochures | |
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Product Sheets | |
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Newsletters | |
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Print Advertisements | |
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Postcards | |
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Quick Reference Cards | |
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Closing Reminders | |
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Summing It Up | |
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Applying What You've Learned | |
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Electronic Media | |
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Overview | |
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The Nature of Online Media | |
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Limitations of Physical Media | |
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Defining Electronic Media | |
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Marketing with Online Media | |
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Online Media Audiences | |
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Developing Content for Online Media | |
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Online Media Tools and Options | |
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CD-ROM Sharing | |
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Audio Electronic Media | |
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Electronic Visual Media | |
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Using Outside Resources | |
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Summing It Up | |
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Applying What You've Learned | |
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Personal Presentations and Events | |
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Overview | |
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When Personal Presentations Are Appropriate | |
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Types of Personal Presentations | |
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Preparing a Presentation | |
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Drafting the Presentation | |
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Choosing Presentation Delivery Tools | |
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Timing Isn't Everything, but It Helps | |
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Promoting an Event: Audience Prework and Expectation Setting | |
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Delivering the Presentation | |
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Presentation Follow-Up | |
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Presentations and Event Coordination | |
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Summing It Up | |
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Applying What You've Learned | |
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Trade Show Exhibitions and Giveaways | |
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Overview | |
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Strategy First--or Why Are We Doing This? | |
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Authorizing a Budget | |
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Selecting and Training Exhibit Staff Members | |
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Creating a Show Plan | |
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A Final Word About Trade Shows | |
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Summing It Up | |
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Applying What You've Learned | |
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Aligning Tactics with Strategies: The Technical Marketing Communication Plan | |
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Overview | |
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What You Have Accomplished and What's Next | |
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How Are You Going to Do That? | |
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Phases of Tactical Communication | |
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Tactical Lead Times and Sequencing | |
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Tactical Plan for a New In-House Technology Rollout | |
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The Cost of Successful Tactical Plans | |
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Summing It Up | |
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Applying What You've Learned | |
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Looking Back in Order to Look Forward | |
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Overview | |
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What You Need to Know | |
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Summing It Up | |
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Applying What You've Learned | |
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Index | |