Entrepreneur Magazine Complete Guide to Integrated Marketing

Entrepreneur Magazine Complete Guide to Integrated Marketing

by Jeanette Smith

Hardcover

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Product Details

ISBN-13: 9780471124399
Publisher: Wiley
Publication date: 07/28/1996
Series: Entrepreneur Magazine Series , #2
Pages: 288
Product dimensions: 6.38(w) x 9.57(h) x 0.94(d)

About the Author

ENTREPRENEUR Magazine is the banner publication of Entrepreneur Magazine Group. It has the largest newsstand circulation of any business monthly with a total ABC audited circulation of 410,000.

JEANETTE SMITH is a public relations expert with over 40 years in the business. Her critically acclaimed book, The Publicity Kit, was called "a marketing communication diamond" by Soundview Executive Summaries.

Table of Contents

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.

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