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Marketing in the round : how to develop an integrated marketing campaign in digital era / Gini Dietrich, Geoff Livingston.

By: Contributor(s): Material type: TextTextPublication details: Indianapolis, Ind. : Que Pub., c2012.Description: xviii, 201p. : 23 cmISBN:
  • 9780789749178
Subject(s): DDC classification:
  • 658.8/72 23
LOC classification:
  • HF5415 .D4882 2012
Contents:
Marketing in the round -- Know all the tools -- Understanding stakeholders and the competitive landscape -- Marketing: tools, tactics, sequencing, and timing -- When to go direct -- The top-down approach -- When to use the groundswell -- When to deploy flanking techniques -- Integrating multiple and diverse approaches and tactics -- Planning the entire tactical effort -- Using measurement to adapt and handle obstructions -- Respecting and anticipating the community and competition.
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Holdings
Item type Current library Call number Status Date due Barcode
ON ORDER University of Wollongong in Dubai Lost 658.872 DI MA (Browse shelf(Opens below)) Ordered T0047262
REGULAR University of Wollongong in Dubai Main Collection 658.872 DI MA (Browse shelf(Opens below)) Available T0046353

Includes index.

Marketing in the round -- Know all the tools -- Understanding stakeholders and the competitive landscape -- Marketing: tools, tactics, sequencing, and timing -- When to go direct -- The top-down approach -- When to use the groundswell -- When to deploy flanking techniques -- Integrating multiple and diverse approaches and tactics -- Planning the entire tactical effort -- Using measurement to adapt and handle obstructions -- Respecting and anticipating the community and competition.

MMC928

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