Creative Strategy in Direct and Interactive Marketing, 4th Edition

Creative Strategy in Direct and Interactive Marketing, 4th Edition

by Susan K. Jones
     
 
This is the classic primer on how to make the creative plan fit into and support the marketing plan, and develop creative ideas that are strategically accurate and tactically effective. And, in this time of multiplying media forms, the author shows how to develop creative plans, strategies, and ideas that integrate different media forms and platforms that create more

Overview

This is the classic primer on how to make the creative plan fit into and support the marketing plan, and develop creative ideas that are strategically accurate and tactically effective. And, in this time of multiplying media forms, the author shows how to develop creative plans, strategies, and ideas that integrate different media forms and platforms that create more effective and more profitable marketing communications programs. This book is a great classroom text for upper-level undergraduate marketing and creative courses and a great hands-on reference for day-to-day executives wanting to manage their marketing communications programs more effectively.

Product Details

ISBN-13:
9781933199313
Publisher:
Racom Communications
Publication date:
08/01/2011
Edition description:
New Edition
Pages:
422
Product dimensions:
7.20(w) x 9.10(h) x 1.10(d)

Meet the Author

Susan K. Jones is a longtime marketing educator and author.

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