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Forensic Marketing By Gavin Barrett

Forensic Marketing

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To be effective, the marketing function relies on the specialist services of marketing communication facilities. This book provides a new discipline, suggesting that one should look at why a certain method is chosen by looking back in more depth to previous efforts.

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Forensic Marketing Summary


Forensic Marketing: The Professional's Guide to Optimizing Results from Marketing Communication by Gavin Barrett

To be effective, the marketing function relies on the specialist services of marketing communication facilities: advertising, market research, public relations and telemarketing. This book provides a new discipline, suggesting that one should look at why a certain method is chosen by looking back in more depth to previous efforts so that wiser decisions can be made in the future. The book offers a strategy based on the idea of understanding, with scientific or in-depth objectivity, the effect and worth of any marketing communication on a campaign and using this information in a constructive way.

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Table of Contents


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.

Additional information

GOR004326586
Forensic Marketing: The Professional's Guide to Optimizing Results from Marketing Communication by Gavin Barrett
Gavin Barrett
Used - Very Good
Paperback
McGraw-Hill Education - Europe
1995-01-31
224
0077079000
9780077079000
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.