This book will guide marketers into the world of positioning and selling products and services. The authors lead the reader step by step through the process of developing a marketing campaign. They offer detailed descriptions of more than a hundred marketing tools from contests to affinity programs, from direct mail to billboard advertising. Anecdotes, graphics, and rules of thumb are also included.
At last, a Whole Earth Catalogue for the guerrilla marketer. This newest volume in the series presents the entire arsenal of weaponry that has revolutionized today's marketing strategies. It first helps readers develop an effective campaign and then offers detailed descriptions of more than 100 tools. Includes a money-back guarantee. 64 photos.
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