Strategic uses of alternative media
Subtitle: just the essentials
By: Robyn Blakeman
Publisher: M.E. Sharpe
Published: 2011
Place of publication: Armonk, N.Y
Language: eng
Number of pages: 261
ISBN-13: 9780765625557
Subjects: Social media; Alternative mass media; Advertising; Marketing
Notes: Includes bibliographical references (241-244) and index.
Table of contents: title: Alternative media is changing the way businesses reach their target; title: Brands and the economy; title: The strategy behind using alternative media; title: The choice of media; title: Conceptualizing the idea and choice of media; title: Traditional advertising; title: Out-of-home: outdoor and transit; title: Direct marketing; title: Sales promotion; title: Electronic media; title: Mobile media; title: Guerilla and viral marketing; title: What if it does not fit snuggly into any of the other categories?