Research Catalog
Marketing in the round : how to develop an integrated marketing campaign in the digital era /
- Title
- Marketing in the round : how to develop an integrated marketing campaign in the digital era / [Gini Dietrich, Geoff Livingston].
- Author
- Dietrich, Gini.
- Publication
- Indianapolis, Ind. : Que, c2012.
Items in the Library & Off-site
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1 Item
| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
Not available - Please for assistance. | Text | Use in library | HF5415 .D4882 2012 | Off-site |
Details
- Additional Authors
- Livingston, Geoff.
- Description
- xviii, 201 p. : ill.; 24 cm.
- Subject
- Bibliography (note)
- Includes bibliographical references and index.
- 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.
- ISBN
- 9780789749178
- 0789749173
- LCCN
- 2012006846
- Owning Institutions
- Princeton University Library