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Author:   Moi Ali
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Weight:   0.479kg
ISBN:  

9780749426866

ISBN 10:   0749426861
Pages:   320
Publication Date:   01 January 1998
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Book
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Getting to grips with the concepts; who are your customers?; what is your product?; what is your market?; how to develop a competitive edge; image, identity and branding; the price is right; developing a public relations and marketing strategy; using the media; organizing a PR event; selling for profit; planning and writing effective promotional material; how to produce stunning publicity in-house; planning a local or trade campaign; putting photography into focus; getting the best from trade fairs, stalls and exhibitions; how to make a promotional video; press and other advertising opportunities; taking the junk out of direct mail; the Internet; other promotional tools and how to select the right one; market research; how to establish a customer care culture; how to have excellent internal and external communication; how to choose and use a public relations consultant; getting the best out of a designer; getting the best deal from a printer; using a market research consultancy; choosing an advertising agency.

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