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- catalog abstract "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.".
- catalog alternative "Handbook for managing business to business marketing communications".
- catalog alternative "Managing business to business marketing communications".
- catalog contributor b10251465.
- catalog contributor b10251466.
- catalog created "1997.".
- catalog date "1997".
- catalog date "1997.".
- catalog dateCopyrighted "1997.".
- catalog description ""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.".
- catalog description "Ch. 1. Marcom in Relationship Marketing: The Who, What, Where, When, Why and How -- Ch. 2. The Warfare of Perceptions: Marketing Is a Noun, Selling Is a Verb -- Ch. 3. Tomorrow's Agenda: Damn the Torpedoes! -- Ch. 4. Defining Markets and Matching Messages: What Business Are You In? -- Ch. 5. Research and Evaluation: No More Wet Fingers in the Air -- Ch. 6. Building the Foundation: The Communications Audit -- Ch. 7. Building Consensus for Action: The Marcom Summit -- Ch. 8. Identity and Design: Of Icons and Images -- Ch. 9. Advertising and Collateral Sales Literature: Customizing Marcom in the Information Age -- Ch. 10. Relationship Database Marketing: Spending $20 to Make a Dollar.".
- catalog description "Includes bibliographical references and index.".
- catalog 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.".
- catalog extent "xxiii, 372 p. :".
- catalog identifier "0844235954 (alk. paper)".
- catalog issued "1997".
- catalog issued "1997.".
- catalog language "eng".
- catalog publisher "Chicago, Ill. : American Marketing Association ; Lincolnwood, Ill. : NTC Business Books,".
- catalog subject "658.8 20".
- catalog subject "HF5415.1263 .D43 1997".
- catalog subject "Industrial marketing Management.".
- catalog tableOfContents "Ch. 1. Marcom in Relationship Marketing: The Who, What, Where, When, Why and How -- Ch. 2. The Warfare of Perceptions: Marketing Is a Noun, Selling Is a Verb -- Ch. 3. Tomorrow's Agenda: Damn the Torpedoes! -- Ch. 4. Defining Markets and Matching Messages: What Business Are You In? -- Ch. 5. Research and Evaluation: No More Wet Fingers in the Air -- Ch. 6. Building the Foundation: The Communications Audit -- Ch. 7. Building Consensus for Action: The Marcom Summit -- Ch. 8. Identity and Design: Of Icons and Images -- Ch. 9. Advertising and Collateral Sales Literature: Customizing Marcom in the Information Age -- Ch. 10. Relationship Database Marketing: Spending $20 to Make a Dollar.".
- catalog title "Handbook for managing business to business marketing communications".
- catalog title "Managing business to business marketing communications".
- catalog title "The AMA handbook for managing business to business marketing communications / J. Nicholas De Bonis, Roger S. Peterson.".
- catalog type "text".