Reach & teach
Subtitle: teaching consumers to buy
By: Lonny Kocina
Publisher: Mid-America Events & Expos, Inc.
Published: 2007
Place of publication: Minneapolis, MN
Language: eng
Number of pages: 63
Subjects: Sales promotion; Advertising
Other titles: Teaching consumers to buy
Table of contents: title: Chapter one.; title: Putting salesmanship back in your marketing -- -- Chapter two.; title: Building the foundation for your promotional thinking -- -- Chapter three.; title: Understanding the promotional implications of the product life cycle stages -- -- Chapter four.; title: Zero in on a market segmentation strategy -- -- Chapter five.; title: Pinpoint your customers' desires -- -- Chapter six.; title: Develop a positioning statement as an essential ingredient and measurement tool -- -- Chapter seven.; title: Establish your intended results -- -- Chapter eight.; title: Define the promotional mix -- -- Chapter nine.; title: Understand individual promotional channels and categorize them by Reach & teach and reach & touch -- -- Chapter ten.; title: Counter the nudging effect -- -- Chapter eleven. Creating content chains -- Chapter twelve.; title: Harnessing creativity -- -- Chapter thirteen.; title: Take control of the most powerful promotional channels: the media.