Title Details

Entrepreneur Magazines Guide to Integrated Marketing
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  • Wiley

More About This Title Entrepreneur Magazines Guide to Integrated Marketing

  • English

English

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.

  • English

English

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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