Manager's guide to marketing, advertising, and publicity / (Record no. 6335)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03724cam a2200241 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780071627962 |
| Terms of availability | TZS 10,000/= |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0071627960 |
| Terms of availability | TZS 10,000/= |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | MUL |
| Language of cataloging | eng |
| Description conventions | AACR |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 CAL |
| 100 1# - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Callen, Barry. |
| 245 10 - TITLE STATEMENT | |
| Title | Manager's guide to marketing, advertising, and publicity / |
| Statement of responsibility, etc | Barry Callen. |
| 246 30 - Varying form of Title | |
| Title proper/short title | Marketing, advertising, and publicity |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | New York : |
| Name of publisher | McGraw Hill, |
| Year of publication | c2010. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xviii, 250 p. : |
| Other physical details | ill. ; |
| Dimensions | 23 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes index. |
| 505 ## - Formatted Contents | |
| Formatted contents note | Preface; Acknowledgments; 1. What Marketing Communications Can Do for You; The Importance of Good Marketing Communications; What Is Marketing Communications?; What Is a Target Market?; What About Your Competitors?; How Marketing Can Benefit Your Business; Marketing Results Can Benefit Your Career; Classic Business Situations Where Marketing Can Help; Framing Marketing Expectations: Miracle Cure or Money Rathole?; Manager's Checklist for Chapter 1; 2. Don't Make These Mistakes; Our Sales Are Down! Run Some Ads Now!; Our Competitor Is Doing It-Let's Do It Too. We Do This Every Year-Don't Rock the BoatWelcome, New Players! Let's Make Some Improvements!; Smart Marketing Mindset: The Continuous Experiment; Manager's Checklist for Chapter 2; 3. Planning-Step by Step; Define a Realistic Business Communications Objective; When to Advertise: The Best of Times, the Worst of Times; What to Advertise: Lead with Your Strong Suit; Integrate All Your Products, Services and Communications; Results: You Can't Manage What You Can't Measure; 12-Step Marketing Planning Process; Manager's Checklist for Chapter 3. 4. Basic Principles of Marketing Communications StrategyPrinciple One: Marketing is About Probabilities, Not Predictability; Principle Two: When You Dance with the Customers, Let Them Lead; Principle Three: Integrate and Align Everything; Principle Four: The Heart Trumps the Head; Principle Five: Emotional Truths Are Invisible Truths; Principle Six: Barry Callen's Teeter-Totter Theory of All Human Behavior"! Principle Seven: If You Want to Get Rich, You Have to Niche; Principle Eight: Stand for Something or You'll Fall Down; Principle Nine: Zig When Others Zag, and Vice Versa. Principle Ten: One Ad, One IdeaPrinciple Eleven: Be Both Relevant and Unique; Principle Twelve: Don't Swim Upstream; Principle Thirteen: First, Pick the Low-Hanging Fruit; Principle Fourteen: Avoid B.S.; Manager's Checklist for Chapter 4; 5. Types of Marketing Communications and Expertise; Direct Response Marketing; Database Marketing; Cause Marketing; Event Marketing; Permission Marketing; Promotional Advertising; Brand Advertising; Employee Branding; Public Relations; Graphic Design; Online Marketing; Guerrilla Marketing; Integrated Marketing; Manager's Checklist for Chapter 5. 6. Positioning and Brand PersonalityWhat Is Positioning and Why Is It Important?; Position or Be Positioned; Whom Do You Serve? Market Segmentation; What Job Do You Do for Them? Drill Bits, Holes, and Happiness; How Are You Different? USPs and Reasons to Believe; Brand Personality: Hitler vs. Mother Teresa; Put It All Together in an Emotional Positioning Statement; Manager's Checklist for Chapter 6; 7. PitchPerfect™ Message Strategy for More Powerful Persuasion; The Purpose of Message Strategy; What Is PitchPerfect™ Message Strategy?<br/> |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Outlines a comprehensive and concise overview of how to develop effective marketing, advertising, and publicity campaigns, offering coverage of how to brand and position products by following a series of twelve specific principles. Original. |
| 546 ## - LANGUAGE NOTE | |
| Language note | eng |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Advertising. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Publicity. |
| 942 ## - ADDED ENTRY ELEMENTS | |
| Item type | Book |
| Withdrawn status | Lost status | Damaged status | Not for loan | Permanent Location | Current Location | Date acquired | Source of acquisition | Full call number | Accession Number | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Mzumbe University Main Campus Library | Mzumbe University Main Campus Library | 07/11/2012 | TBST | 659.1 CAL | 0071253 | 1 | 12/07/2022 | Book | ||||
| Mzumbe University Main Campus Library | Mzumbe University Main Campus Library | 07/11/2012 | TBST | 659.1 CAL | 0071254 | 2 | 12/07/2022 | Book |