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Library,Documentation and Information Science Division

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Communicators' guide to marketing / [electronic resource] International Association of Business Communicators ; edited by Clara Degen.

Contributor(s): Material type: TextTextSeries: Longman series in public communicationPublication details: New York : Longman, c1987.Description: xii, 226 p. : ill. ; 24 cmISBN:
  • 058228645X
  • 9780582286450
Subject(s): DDC classification:
  • 658.8 19
LOC classification:
  • HF5415.123 .C66 1987
Online resources:
Contents:
An introduction to marketing / Roger Haywood -- Research / David E. Clavier and Donald K. Wright -- Putting research to work / Charlotte M. Vogel -- Understanding and applying accountability measures / Myra L. Kruger -- How to create persuasive marketing tools / Karen C. Wilson -- Healthcare marketing / James E. McHaney -- Marketing a new product or service / Wilma Mathews -- Marketing in not-for-profit organizations / Sunshine Janda Overkamp -- Internal marketing / Michael P. Quane -- Charting audience trends / Roberta Resnick -- Selecting the right media for the audience / James Colin Charles Pritchitt -- Promotions and special events / Carole M. Howard.
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Includes bibliographies and index.

An introduction to marketing / Roger Haywood -- Research / David E. Clavier and Donald K. Wright -- Putting research to work / Charlotte M. Vogel -- Understanding and applying accountability measures / Myra L. Kruger -- How to create persuasive marketing tools / Karen C. Wilson -- Healthcare marketing / James E. McHaney -- Marketing a new product or service / Wilma Mathews -- Marketing in not-for-profit organizations / Sunshine Janda Overkamp -- Internal marketing / Michael P. Quane -- Charting audience trends / Roberta Resnick -- Selecting the right media for the audience / James Colin Charles Pritchitt -- Promotions and special events / Carole M. Howard.

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