Marketing in the round
Subtitle: multichannel approaches in the post-social media era
By: Gini Dietrich, Geoff Livingston
Contributors: Livingston, Geoff
Publisher: Que Pub.
Published: 2012
Place of publication: Indianapolis, Ind
Language: eng
Number of pages: 224
ISBN-13: 9780789749178
Subjects: Marketing; Technological innovations; Internet marketing; Mass media; Social media
Notes: Includes index.
Table of contents: title: Marketing in the round; title: Know all the tools; title: Understanding stakeholders and the competitive landscape; title: Marketing: tools, tactics, sequencing, and timing; title: When to go direct; title: The top-down approach; title: When to use the groundswell; title: When to deploy flanking techniques; title: Integrating multiple and diverse approaches and tactics; title: Planning the entire tactical effort; title: Using measurement to adapt and handle obstructions; title: Respecting and anticipating the community and competition.