Description |
xxiii, 372 pages : illustrations ; 24 cm |
Contents |
Ch. 1. Marcom in Relationship Marketing: The Who, What, Where, When, Why and How -- Ch. 2. The Warfare of Perceptions: Marketing Is a Noun, Selling Is a Verb -- Ch. 3. Tomorrow's Agenda: Damn the Torpedoes! -- Ch. 4. Defining Markets and Matching Messages: What Business Are You In? -- Ch. 5. Research and Evaluation: No More Wet Fingers in the Air -- Ch. 6. Building the Foundation: The Communications Audit -- Ch. 7. Building Consensus for Action: The Marcom Summit -- Ch. 8. Identity and Design: Of Icons and Images -- Ch. 9. Advertising and Collateral Sales Literature: Customizing Marcom in the Information Age -- Ch. 10. Relationship Database Marketing: Spending $20 to Make a Dollar -- Ch. 11. Direct Response Marketing: Laser Strikes on the Targets -- Ch. 12. Trade Show and Exhibit Marketing: Military Staging for Closing Sales -- Ch. 13. Event and Seminar Marketing: There's No Business Like Show Business -- Ch. 14. Telemarketing: Creating a Second Sales Staff |
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Ch. 15. Public Relations: The Best Defense Is a Good Offense -- Ch. 16. Financial Relations: Of Stockholders and Stakeholders -- Ch. 17. Employee Relations: Creating Company Loyalty That Customers Notice -- Ch. 18. Community and Government Relations: Don't Forget to Call Home -- Ch. 19. Crises and Contingencies: Communicating During Times of Trouble -- A Marketing Information Platform (MIP) Sample Template -- B Project Platform Worksheet -- C News Release Worksheet -- D Trade Show Management Checklist -- E Legalities of Copywriting -- F Legalities and Trademarks -- G Business Marketing's "Copy Chasers" Guidelines for Good Advertising -- H Ketchum Public Relations - Pittsburgh's Crisis Marketing Message Action Plan (MAP) -- I Event Marketing Site Inspection Checklist -- J De Bonis and Peterson Results/Efforts (R/E) Ratio: Analysis of Marcom Results versus Effort Expended in Marcom Dollars |
Summary |
This book is simple and direct: the people and organizations struggling to survive in competitive markets must manage their communications with their various publics efficiently if they are going to succeed. This means managing communications more effectively with both "internal" and "external" publics. That's what is special about this book: it provides the framework that will enable the marketing professional to get everyone in the organization to buy into integrated communications objectives and programs. Who is this book for? Marketing Practitioners: You'll get some new ideas and perspectives to plug into your current programs. "Nonmarketing" marketers: If you've recently been thrown into the "deep water" of marcom, just start reading. This book could be your life preserver. CEOs and CFOs: All the tools (including the De Bonis and Peterson R/E ratio) for understanding, managing, and evaluating the process are here. Agency pros: This book will help you develop more effective programs for your clients |
Notes |
"Published in conjunction with the American Marketing Association"--verso t.p |
Bibliography |
Includes bibliographical references and index |
Subject |
Industrial marketing -- Management.
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Industrial marketing -- Mangement
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Author |
Peterson, Roger S., 1945-
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American Marketing Association.
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LC no. |
96021980 |
ISBN |
0844235954 (alk. paper) |
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