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Harner, Sandra; Zimmerman, Tom; Dragga Series Editor, Sam

Published by Pearson

ISBN 10: 0205324444 ISBN 13: 9780205324446

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Item Description: Pearson. PAPERBACK. Book Condition: Very Good. 0205324444. Bookseller Inventory # HGT7668CSLM071216H0539

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Harner, Sandra

Published by Pearson (2001)

ISBN 10: 0205324444 ISBN 13: 9780205324446

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Item Description: Pearson, 2001. Paperback. Book Condition: Good. Good condition, some are ex-library and can have markings. Bookseller Inventory # GD-136-44-9550209

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Harner, Sandra; Zimmerman, Tom; Dragga Series Editor, Sam

Published by Longman (2001)

ISBN 10: 0205324444 ISBN 13: 9780205324446

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Item Description: Longman, 2001. Book Condition: Used. This Book is in Good Condition. Clean Copy With Light Amount of Wear. 100% Guaranteed. Summary: (Each Chapter begins with and "Overview" and concludes with "Summing It Up" and "Applying What You've Learned.") 1. Marketing Communication Concepts. Technology. Communication on Behalf of Technology. Communicating with the Help of Technology. Communication. Communication Variety. Communication Content. Marketing. Defining Market. Technical Information Markets. Technical Marketing Communication. What's Not Included. Technical Marketing Communication Lifecycle. Demand. Design. Develop. Differentiation. Display. Distribute. Discuss. 2. Needs Analysis. The Process. Generate Objectives To Guide the Project. Understand the Audience Who Needs This Information. Determine the Information to Be Communicated. Determine How to Get the Necessary Information. Stay Focused on the Goal. 3. Audience Analysis. Who's Your Audience? How Many Different ways Can You Look at Your Audience, Really? What Comes After Identification and Analysis? What Happens When You Do Not Understand Your Audience? How Can You Learn About Your Audience? Use an Audience Profile. The Audience Interview. Leveraging Audience Information. 4. Strategy Development. Strategy Development. Why Versus How. Deadlines and Other Tactical Distractions. Strategic Cause and Effect Nuances. Targeted Effects. Linking Cause and Effect Strategies. Technical Marketing Communication Strategies. Plan. Design. Test. Train. Hitting the Maturity Curve. Introduction Phase. Growth Phase. Maturity Phase. Decline. Strategic Drivers. Differentiation. Leadership. Come from Behind. New and Improved. Ethics and Compliance. Don't Lie. Don't Steal. 5. Internal and External Branding. What Is a Brand? What Distinguishes a Brand? How Do You Recognize a Brand? Brand Name. Logos and Looks. Tagline or theme Statement. Sensory Elements. Distinctive Designs or Services. Building Brand Recognition. Applying the Brand. Applying the Brand Consistently and Correctly. Fostering Brand Integrity. When Do You Brand? The Brand Cycle. 6. Enhancing and Applying Creativity. Creativity Defined. Origins of Creativity. Strategies for Enhancing Creativity. Versatility. Fluency. Originality. Knowing Where to Apply Creativity. Creativity in the Planning Stage. Creativity in the Content. 7. Print Media. Why Chose Print? Brochures. The Content. Text Versus Graphics. Features and Benefits. The Creative Concept. Call to Action. Tips for Better Brochures. Product Sheets. Newsletters. Understanding Jargon. The Name. The Tagline. The Content. Types of Articles. The Design. Tips for Better Newsletters. Print Advertisements. Postcard. <. Bookseller Inventory # ABE_book_usedgood_0205324444

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Sandra Harner; Tom Zimmerman; Sam Dragga

Published by Longman (2001)

ISBN 10: 0205324444 ISBN 13: 9780205324446

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Item Description: Longman, 2001. Paperback. Book Condition: Used: Very Good. Bookseller Inventory # SONG0205324444

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Sandra Harner

Published by Longman 2001-12-22 (2001)

ISBN 10: 0205324444 ISBN 13: 9780205324446

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Item Description: Longman 2001-12-22, 2001. Paperback. Book Condition: good. 0205324444. Bookseller Inventory # 615011

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Sandra W. Harner, Tom C. Zimmerman and Sam Dragga

ISBN 10: 0205324444 ISBN 13: 9780205324446

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Item Description: Book Condition: Very Good. Book Condition: Very Good. Bookseller Inventory # 97802053244463.0

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Sandra Harner, Tom Zimmerman

Published by Longman (2002)

ISBN 10: 0205324444 ISBN 13: 9780205324446

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Item Description: Longman, 2002. Book Condition: Very Good. 1ST. N/A. Ships from Reno, NV. Great condition for a used book! Minimal wear. Bookseller Inventory # GRP91120954

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Sandra Harner, Tom Zimmerman

Published by Longman (2002)

ISBN 10: 0205324444 ISBN 13: 9780205324446

Used First Edition

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Item Description: Longman, 2002. Book Condition: Good. 1ST. N/A. Ships from Reno, NV. Shows some signs of wear, and may have some markings on the inside. Bookseller Inventory # GRP91101570

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Harner, Sandra, Zimmerman, Tom, Dragga S

Published by Pearson (2001)

ISBN 10: 0205324444 ISBN 13: 9780205324446

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Item Description: Pearson, 2001. Paperback. Book Condition: Very Good. Bookseller Inventory # P020205324444

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Harner, Sandra; Zimmerman, Tom; Dragga Series Editor, Sam

Published by Pearson

ISBN 10: 0205324444 ISBN 13: 9780205324446

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Item Description: Pearson. PAPERBACK. Book Condition: New. 0205324444 New Condition. Bookseller Inventory # NEW4.0091401

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Harner, Sandra, Zimmerman, Tom, Dragga S

Published by Pearson (2001)

ISBN 10: 0205324444 ISBN 13: 9780205324446

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Item Description: Pearson, 2001. Paperback. Book Condition: New. Bookseller Inventory # P110205324444

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Harner, Sandra; Zimmerman, Tom; Dragga Series Editor, Sam

Published by Pearson (2001)

ISBN 10: 0205324444 ISBN 13: 9780205324446

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Item Description: Pearson, 2001. Paperback. Book Condition: New. Brand New Text!!! Never Been Used!!! Edges barely worn. Barely shelfwear. This text is totally clean with no writing at all!!!. Bookseller Inventory # 81505

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Harner, SandraZimmerman, TomDragga, Sam

Published by Prentice Hall

ISBN 10: 0205324444 ISBN 13: 9780205324446

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Item Description: Prentice Hall. Book Condition: New. Brand New. Bookseller Inventory # 0205324444

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Harner, Sandra; Zimmerman, Tom; Dragga Series Editor, Sam

Published by Longman (2001)

ISBN 10: 0205324444 ISBN 13: 9780205324446

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Item Description: Longman, 2001. Paperback. Book Condition: New. book. Bookseller Inventory # 0205324444

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Harner, Sandra; Zimmerman, Tom; Dragga Series Editor, Sam

Published by Longman (2001)

ISBN 10: 0205324444 ISBN 13: 9780205324446

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Item Description: Longman, 2001. Book Condition: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: (Each Chapter begins with and "Overview" and concludes with "Summing It Up" and "Applying What You've Learned.") 1. Marketing Communication Concepts. Technology. Communication on Behalf of Technology. Communicating with the Help of Technology. Communication. Communication Variety. Communication Content. Marketing. Defining Market. Technical Information Markets. Technical Marketing Communication. What's Not Included. Technical Marketing Communication Lifecycle. Demand. Design. Develop. Differentiation. Display. Distribute. Discuss. 2. Needs Analysis. The Process. Generate Objectives To Guide the Project. Understand the Audience Who Needs This Information. Determine the Information to Be Communicated. Determine How to Get the Necessary Information. Stay Focused on the Goal. 3. Audience Analysis. Who's Your Audience? How Many Different ways Can You Look at Your Audience, Really? What Comes After Identification and Analysis? What Happens When You Do Not Understand Your Audience? How Can You Learn About Your Audience? Use an Audience Profile. The Audience Interview. Leveraging Audience Information. 4. Strategy Development. Strategy Development. Why Versus How. Deadlines and Other Tactical Distractions. Strategic Cause and Effect Nuances. Targeted Effects. Linking Cause and Effect Strategies. Technical Marketing Communication Strategies. Plan. Design. Test. Train. Hitting the Maturity Curve. Introduction Phase. Growth Phase. Maturity Phase. Decline. Strategic Drivers. Differentiation. Leadership. Come from Behind. New and Improved. Ethics and Compliance. Don't Lie. Don't Steal. 5. Internal and External Branding. What Is a Brand? What Distinguishes a Brand? How Do You Recognize a Brand? Brand Name. Logos and Looks. Tagline or theme Statement. Sensory Elements. Distinctive Designs or Services. Building Brand Recognition. Applying the Brand. Applying the Brand Consistently and Correctly. Fostering Brand Integrity. When Do You Brand? The Brand Cycle. 6. Enhancing and Applying Creativity. Creativity Defined. Origins of Creativity. Strategies for Enhancing Creativity. Versatility. Fluency. Originality. Knowing Where to Apply Creativity. Creativity in the Planning Stage. Creativity in the Content. 7. Print Media. Why Chose Print? Brochures. The Content. Text Versus Graphics. Features and Benefits. The Creative Concept. Call to Action. Tips for Better Brochures. Product Sheets. Newsletters. Understanding Jargon. The Name. The Tagline. The Content. Types of Articles. The Design. Tips for Better Newsletters. Print Advertisements. Postcard. <. Bookseller Inventory # ABE_book_new_0205324444

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Sandra Harner, Tom Zimmerman, Sam Dragga Series Editor

Published by Longman (2001)

ISBN 10: 0205324444 ISBN 13: 9780205324446

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Item Description: Longman, 2001. Paperback. Book Condition: New. 1. Bookseller Inventory # DADAX0205324444

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Sandra Harner, Tom G. Zimmerman, Sam Dragga

Published by Pearson Education (US), United States (2001)

ISBN 10: 0205324444 ISBN 13: 9780205324446

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Item Description: Pearson Education (US), United States, 2001. Paperback. Book Condition: New. 234 x 179 mm. Language: English . Brand New Book. Few marketing professionals, let alone graduating students, are prepared for the breakneck speed of technical marketing communications in today s Internet economy. This book provides that preparation. The ease of publishing content to the Internet has challenged many basic communication principles. Harner and Zimmerman s Technical Marketing Communication offers a conversational, easy-to-follow mix of fundamentals, planning tools, and real-life marketing examples. Harner and Zimmerman first clearly explain the role and responsibility of marketing communication in a technology-filled world. Then they progressively introduce the concepts of needs analysis, audience analysis, strategy development, media choices, tactics, and continuous evaluation. The text is filled with first-hand insights into the successes and failures of technical marketing communication in today s corporate world. Corporate communication teams as well as students can immediately apply these concepts to their next technical marketing project. Bookseller Inventory # BZV9780205324446

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Harner, Sandra; Zimmerman, Tom; Dragga Series Editor, Sam

Published by Longman (2001)

ISBN 10: 0205324444 ISBN 13: 9780205324446

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Item Description: Longman, 2001. Book Condition: New. Brand new! Please provide a physical shipping address. Bookseller Inventory # 9780205324446

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Sandra Harner/ Tom Zimmerman/ Sam Dragga

Published by Longman (2001)

ISBN 10: 0205324444 ISBN 13: 9780205324446

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From: Revaluation Books (Exeter, United Kingdom)

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Item Description: Longman, 2001. Paperback. Book Condition: Brand New. 1st edition. 256 pages. 9.25x7.00x0.50 inches. In Stock. Bookseller Inventory # 0205324444

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