Forensic marketing : optimizing results from marketing communication : the essential guide
著者
書誌事項
Forensic marketing : optimizing results from marketing communication : the essential guide
（McGraw-Hill marketing for professionals）
McGraw-Hill, c1995
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注記
Includes bibliographical references (p. 198-200) and index
内容説明・目次
内容説明
To be effective, the marketing function relies on the specialist services of marketing communication facilities: advertising, market research, public relations and telemarketing. This book provides a new discipline, suggesting that one should look at why a certain method is chosen by looking back in more depth to previous efforts so that wiser decisions can be made in the future. The book offers a strategy based on the idea of understanding, with scientific or in-depth objectivity, the effect and worth of any marketing communication on a campaign and using this information in a constructive way.
目次
- The devil and the deep blue sea
- if you don't know where you're going, you'll end up somewhere else
- sorting the wheat from the chaff
- market research - the beginning of wisdom, Peter Hutton and Robert M. Worcester
- six ways to make advertising more productive (instead of just creative), Robin Wight
- corporate image - credo or convenience?, Wally Olins
- public and media relations - well informed publics?, Jeffrey Lyes
- below-the-line literature - indulgence or lifeline, John Drewry
- relationship marketing - it takes two to tango!, Stewart Pearson
- geodemographic segmentation - knowing where you are and where you're not!, Richard Webber and Jim Hodgkins
- telemarketing - getting ever closer to home!, Wendy Aldiss
- new technologies - anticipating their impact, Monica Seeley
- making sense of the choices - common ground, valuable differences?
- now sell it to your boss - back to the start line.
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