Forensic Marketing: Optimizing Results from Marketing Communication : The Essential Guide
Gavin Barrett · Medical Entomology and Zoology · 1995
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.