Marketing in the round : how to develop an integrated marketing campaign in the digital era
[Gini Dietrich; Geoff Livingston]
| Year of publication: |
c 2012
|
|---|---|
| Authors: | Dietrich, Gini ; Livingston, Geoff |
| Publisher: |
Indianapolis, Ind. : Que Publ. |
| Subject: | Marketingmanagement | Marketing management | Online-Marketing | Internet marketing | Marketingstrategie |
| Description of contents: | Table of Contents [swbplus.bsz-bw.de] |
| Extent: | XVIII, 201 S. graph. Darst. 23 cm |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Ratgeber ; Guidebook |
| Language: | English |
| Notes: | Includes index Marketing in the round -- Know all the tools -- Understanding stakeholders and the competitive landscape -- Marketing: tools, tactics, sequencing, and timing -- When to go direct -- The top-down approach -- When to use the groundswell -- When to deploy flanking techniques -- Integrating multiple and diverse approaches and tactics -- Planning the entire tactical effort -- Using measurement to adapt and handle obstructions -- Respecting and anticipating the community and competition. |
| ISBN: | 0-7897-4917-3 ; 978-0-7897-4917-8 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009617947