عنوان
پدید آورنده
موضوع
رده
HF5415 .C3553 2010eb
HF5415
.
C3553
2010eb
کتابخانه
محل استقرار
INTERNATIONAL STANDARD BOOK NUMBER
(Number (ISBN
0071713468
(Number (ISBN
1282311751
(Number (ISBN
9780071713467
(Number (ISBN
9781282311756
Erroneous ISBN
0071627960
Erroneous ISBN
9780071627962
NATIONAL BIBLIOGRAPHY NUMBER
Number
b787286
TITLE AND STATEMENT OF RESPONSIBILITY
Title Proper
Manager's guide to marketing, advertising, and publicity /
General Material Designation
[Book]
First Statement of Responsibility
Barry Callen.
.PUBLICATION, DISTRIBUTION, ETC
Place of Publication, Distribution, etc.
New York :
Name of Publisher, Distributor, etc.
McGraw Hill,
Date of Publication, Distribution, etc.
©2010.
PHYSICAL DESCRIPTION
Specific Material Designation and Extent of Item
1 online resource (xviii, 250 pages) :
Other Physical Details
illustrations.
SERIES
Series Title
Briefcase books
CONTENTS NOTE
Text of Note
Preface; Acknowledgments; 1. What Marketing Communications Can Do for You; The Importance of Good Marketing Communications; What Is Marketing Communications?; What Is a Target Market?; What About Your Competitors?; How Marketing Can Benefit Your Business; Marketing Results Can Benefit Your Career; Classic Business Situations Where Marketing Can Help; Framing Marketing Expectations: Miracle Cure or Money Rathole?; Manager's Checklist for Chapter 1; 2. Don't Make These Mistakes; Our Sales Are Down! Run Some Ads Now!; Our Competitor Is Doing It-Let's Do It Too.
Text of Note
4. Basic Principles of Marketing Communications StrategyPrinciple One: Marketing is About Probabilities, Not Predictability; Principle Two: When You Dance with the Customers, Let Them Lead; Principle Three: Integrate and Align Everything; Principle Four: The Heart Trumps the Head; Principle Five: Emotional Truths Are Invisible Truths; Principle Six: Barry Callen's Teeter-Totter Theory of All Human Behavior"! Principle Seven: If You Want to Get Rich, You Have to Niche; Principle Eight: Stand for Something or You'll Fall Down; Principle Nine: Zig When Others Zag, and Vice Versa.
Text of Note
6. Positioning and Brand PersonalityWhat Is Positioning and Why Is It Important?; Position or Be Positioned; Whom Do You Serve? Market Segmentation; What Job Do You Do for Them? Drill Bits, Holes, and Happiness; How Are You Different? USPs and Reasons to Believe; Brand Personality: Hitler vs. Mother Teresa; Put It All Together in an Emotional Positioning Statement; Manager's Checklist for Chapter 6; 7. PitchPerfect™ Message Strategy for More Powerful Persuasion; The Purpose of Message Strategy; What Is PitchPerfect™ Message Strategy?
Text of Note
Principle Ten: One Ad, One IdeaPrinciple Eleven: Be Both Relevant and Unique; Principle Twelve: Don't Swim Upstream; Principle Thirteen: First, Pick the Low-Hanging Fruit; Principle Fourteen: Avoid B.S.; Manager's Checklist for Chapter 4; 5. Types of Marketing Communications and Expertise; Direct Response Marketing; Database Marketing; Cause Marketing; Event Marketing; Permission Marketing; Promotional Advertising; Brand Advertising; Employee Branding; Public Relations; Graphic Design; Online Marketing; Guerrilla Marketing; Integrated Marketing; Manager's Checklist for Chapter 5.
Text of Note
We Do This Every Year-Don't Rock the BoatWelcome, New Players! Let's Make Some Improvements!; Smart Marketing Mindset: The Continuous Experiment; Manager's Checklist for Chapter 2; 3. Planning-Step by Step; Define a Realistic Business Communications Objective; When to Advertise: The Best of Times, the Worst of Times; What to Advertise: Lead with Your Strong Suit; Integrate All Your Products, Services and Communications; Results: You Can't Manage What You Can't Measure; 12-Step Marketing Planning Process; Manager's Checklist for Chapter 3.
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8
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ACQUISITION INFORMATION NOTE
Source for Acquisition/Subscription Address
OverDrive, Inc.
Source for Acquisition/Subscription Address
OverDrive, Inc.
Stock Number
1AE8B0B6-8B87-4835-A580-20E60D775BCB
OTHER EDITION IN ANOTHER MEDIUM
Title
Manager's guide to marketing, advertising, and publicity.
International Standard Book Number
0071627960
TOPICAL NAME USED AS SUBJECT
Advertising.
Marketing.
Publicity.
Advertising.
BUSINESS & ECONOMICS-- Distribution.
BUSINESS & ECONOMICS-- Marketing-- General.
Marketing.
Publicity.
(SUBJECT CATEGORY (Provisional
BUS-- 043000
BUS-- 078000
KJSA
DEWEY DECIMAL CLASSIFICATION
Number
658
.
8
Edition
22
LIBRARY OF CONGRESS CLASSIFICATION
Class number
HF5415
Book number
.
C3553
2010eb
PERSONAL NAME - PRIMARY RESPONSIBILITY
Callen, Barry.
ORIGINATING SOURCE
Date of Transaction
20201207010101.0
Cataloguing Rules (Descriptive Conventions))
pn
ELECTRONIC LOCATION AND ACCESS
Electronic name
مطالعه متن کتاب [Book]
Y
