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Marketing in the round : how to develop an integrated marketing campaign in digital era /

by Dietrich, Gini; Livingston, Geoff.
Material type: materialTypeLabelBookPublisher: Indianapolis, Ind. : Que Pub., c2012Description: 201 p.; ill: 24 cm.ISBN: 9780789749178.Subject(s): Marketing | Internet marketing | Social media | Mass media -- Technological innovations
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.
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Book Book
Lee Yan Fong Library

Lee Yan Fong Library

Library Collection 		HF5415 D4882 2012 (Browse shelf) Available 00001658
Total holds: 0
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HF5415 C54248 2013 Drucker on marketing : HF5415 C87 2013 Customer-centric marketing strategies : HF5415 D366 2013 Measuring marketing : HF5415 D4882 2012 Marketing in the round : HF5415 D756 2005 Introduction to marketing concepts / HF5415 D86 2012 Facebook marketing for dummies / HF5415 E54 2012 Marketing /

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.

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