Companies small and large are concerned about the increased difficulty in developing marketing vehicles that cut through the clutter and make a positive impact on sales-resistant prospects. To promote products effectively and optimize results, marketers must use all of the tools at their disposal in an integrated plan. In his latest book, marketing and PR authority Joe Marconi helps companies create and maintain an effective marketing experience. Noting that marketing productivity is on the decline due to saturation of sales messages, increased customer indifference, and easily copied competitive advantage, this cutting-edge book illustrates that people need to feel kinship with the product and the marketer. Packed with case studies, the book helps marketers create the contexts in which prospects can experience the brand on their own terms without an interrupting sales pitch. Combining the best of publicity/PR and marketing, the book reflects the growth of integrated marketing communications and the decline of paid marketing and media.
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Joe Marconi has been a senior marketing and management executive with several organizations and is the author of 11 books on Marketing and PR, including "The Complete Guide to Publicity", "The Brand Marketing Book" and "Crisis Marketing". He has also written numerous articles in both trade and academic publications and has been a speaker on various aspects of marketing and pr all over the world.
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Book Description Cengage Learning, 2005. Hardcover. Book Condition: New. book. Bookseller Inventory # 0324205449
Book Description South-Western Educational Pub, 2005. Hardcover. Book Condition: New. 1. Bookseller Inventory # DADAX0324205449
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97803242054421.0