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Marketing in the round : how to develop an integrated marketing campaign in the digital era / [by Gini Dietrich and Geoff Livingston].

By: Contributor(s): Material type: TextTextPublication details: Indianapolis, Indiana : Que, [2012]Description: xviii, 201 p. : ill. ; 24 cmISBN:
  • 9780789749178:
  • 0789749173
Subject(s): DDC classification:
  • 658.872
Contents:
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.

CW819

Includes index.

Includes bibliographical references and 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.

21.00

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