Research Catalog

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, ©2012.

Items in the Library & Off-site

Details

Additional Authors

Livingston, Geoff.

Description

xviii, 201 pages : illustrations; 24 cm

Summary

"Drive more value from all your marketing and communications channels--together! Demolish your silos and sync all your messaging, strategies, and tactics (really!). Optimize every medium and platform, from iPad and Facebook to TV and direct. This book is a must-read for every senior marketing, communications, and PR decision-maker. It's not about social media. Or new (or old) media. It's about results--and there's only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. That's how you choose the best platforms and messages for each customer. That's how you make research and metrics work. That's how you overcome today's insane levels of complexity and clutter."--Publisher description.

Subject

• Marketing
• Internet marketing
• Social media
• Mass media > Technological innovations
• Marketing
• Social Media
• marketing
• social media

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

OCLC

• ocn839394460
• 839394460
• SCSB-1672481

Owning Institutions

Princeton University Library