The White Paper Marketing Handbook / Edition 1

The White Paper Marketing Handbook / Edition 1

by Robert W. Bly
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Cengage Learning

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The White Paper Marketing Handbook / Edition 1

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.

Product Details

ISBN-13: 9780324300826
Publisher: Cengage Learning
Publication date: 02/15/2006
Edition description: New Edition
Pages: 256
Product dimensions: 6.10(w) x 9.10(h) x 1.10(d)

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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The White Paper Marketing Handbook 4 out of 5 based on 0 ratings. 1 reviews.
Guest More than 1 year ago
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.