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The White Paper Marketing Handbook / Edition 1

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Overview

Discover how white papers can create interest, generate leads, build relationships and drive sales. THE WHITE PAPER MARKETING HANDBOOK is the first of its kind, and offers the inside information from top companies on how to create effective white papers using a variety of media. Practical and loaded with illustrations from industry giants like IBM and Home Depot, THE WHITE PAPER MARKETING HANDBOOK also shows you how white papers fit into successful Integrated Marketing Communications efforts. Get on the cutting-edge of marketing using white papers with THE WHITE PAPER MARKETING HANDBOOK.

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Product Details

  • ISBN-13: 9780324300826
  • Publisher: Cengage Learning
  • Publication date: 2/15/2006
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 256
  • Product dimensions: 6.10 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

Bob Bly is an independent copywriter and consultant specializing in business to business, high-tech, industrial, and direct marketing. He has authored more than 50 books and won several industry awards. His e-zine, Direct Response Letter, goes to 60,000 subscribers monthly.

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Table of Contents

Introduction. Chapter. 1. The "Edu-Marketing" Revolution. 2. What is White Paper marketing? 3. Why White Papers Work. 4. How You Can Profit from White-Paper-Based Marketing Campaigns. 5. The Edu-Marketing Mindset. 6. Your White Paper Marketing Plan. 7. Creating White Paper Content. 8. White Papers as Buyer Education. 9. White Papers as a Lead Generation Tool. 10. Measuring Your Results. Appendix of Resources, Vendors, Associations publications, and Web sites.

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  • Anonymous

    Posted July 24, 2006

    Handy guide to marketing through information

    This helpful, how-to manual explains the essential elements of writing white papers and using them to generate business as part of your overall marketing plan. Author Robert W. Bly is a veteran practitioner. He covers every conceivable issue, from appointing a writer to choosing appropriate images and typefaces, to distribution. He has a fluid style and includes check lists that will give you a great framework for any white paper project. We recommend this handy guide to any marketer who is considering an 'edu-marketing' strategy.

    1 out of 1 people found this review helpful.

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