Title: Steal these ideas! : marketing secrets that will make you a star /
Authors: Cone, Steve, 1950-
Publisher: Bloomberg Press,
Year: 2005
Subjects: Marketing.
Abstract: "A concise handbook of marketing ideas covering advertising, branding, public relations, direct response, and more, illustrated with examples of brands and successful and unsuccessful ads, written by a marketing executive with nearly 30 years of experience in the field"--Provided by publisher.
Contents: Three hidden ingredients in every winning marketing campaign -- In simple language: what is a brand? What makes it successful? How do you manage it? -- How to create a unique selling proposition -- Create, or hire, or beg, to build a memorable, distinctive personality for your business -- You have to be able to see it to read it -- Brochures kill trees: make the trees that die for you count -- Everlasting tag lines -- Think globally, act locally...to a point -- Integration wins wars and the mind of the consumer -- Location, location, location: get the most from your media dollars -- No one ever bought anything from an English professor -- The three most important customer lessons you will ever learn -- The art of building effective loyalty programs -- Surprise! we're all getting older -- The big breakthrough idea: where does it ome from? -- The web: hype and hope -- The power of public relations and sponsorships -- Politics and promotion -- In the spotlight -- Confucius and stardom -- How to make the most of your advertising agency -- The ten secrets you really need to steal -- Being all that we can be.