34463

Scott Cooper, Fritz Grutzner, Birk Cooper

McGraw-Hill

vii, 213 p. : ill. ; 24 cm.

Tips & traps

Includes bibliographical references and index

Gathering information -- Defining the scope of your business -- Defining your brand -- Who is your target? -- What is your message? -- Measuring performance -- Advertising and promotion -- Traditional media -- Publicity -- Interactive marketing -- Creating the customer experience -- Managing customer relationships -- Innovation : your marketing engine

AU Grutzner, Fritz , AU Cooper, Birk , TI , SE , TI Tips & traps series

HF

5415

.C588

2008

HF 5415 .C588 2008

c2008