AMA handbook for managing business to business marketing communications
By: J. Nicholas De Bonis, Roger S. Peterson.
Contributors: Peterson, Roger S., 1945-
Publisher: American Marketing Association; NTC Business Books
Published: 1997
Place of publication: Chicago, Ill; Lincolnwood, Ill., USA
Language: eng
Number of pages: 372
Subjects: Industrial marketing -- Management.
Other titles: Handbook for managing business to business marketing communications; Managing business to business marketing communications
Description: This book is simple and direct: the people and organizations struggling to survive in competitive markets must manage their communications with their various publics efficiently if they are going to succeed. This means managing communications more effectively with both "internal" and "external" publics.

That's what is special about this book: it provides the framework that will enable the marketing professional to get everyone in the organization to buy into integrated communications objectives and programs. Who is this book for? Marketing Practitioners: You'll get some new ideas and perspectives to plug into your current programs. "Nonmarketing" marketers: If you've recently been thrown into the "deep water" of marcom, just start reading. This book could be your life preserver.

CEOs and CFOs: All the tools (including the De Bonis and Peterson R/E ratio) for understanding, managing, and evaluating the process are here. Agency pros: This book will help you develop more effective programs for your clients.
Notes: Includes bibliographical references and index.