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Big-business marketing on a small-business budget!
Integrated marketing enables small businesses to wage highly focused campaigns that send strong sales messages to the people who count. And you can do it on a shoestring! The Entrepreneur Magazine Guide to Integrated Marketing shows you how to put this powerful tool to work for your business. Bestselling marketing guru Jeanette Smith uses real-life examples from successful ads, marketing strategies, promotions, and publicity releases to demonstrate winning marketing techniques. Then she explains how integrated marketing can magnify the effect of every marketing effort and save money at the same time. For example, you'll learn how to write a terrific press release—then you'll discover how to quadruple its power with integrated marketing techniques. You'll also learn to
- Identify your target market and focus your message
- Find the right mix of marketing media for your company
- Write great copy for ads, direct mail, TV, and radio
- Get the biggest bang for your promotional buck
- Advertise on cable TV, radio, and even the Internet
Also available from the Entrepreneur Magazine library:
- The Entrepreneur Magazine Small Business Advisor
- The Entrepreneur Magazine Small Business Answer Book
- Making Money with Your Personal Computer
- Small Business Legal Guide
- Starting an Import/Export Business
- Starting a Home-Based Business
- Successful Advertising for Small Businesses
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.
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.