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Strategic uses of alternative media : just the essentials

Author: Robyn Blakeman
Publisher: Armonk, N.Y. : M.E. Sharpe, ©2011.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:

Designed for students and practitioners in the fields of organizational behavior and human resource training and development, this book examines improving organizational communication. Terrence  Read more...

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Document Type: Book
All Authors / Contributors: Robyn Blakeman
ISBN: 9780765625557 0765625555 9780765625564 0765625563
OCLC Number: 695857044
Description: viii, 261 pages : illustrations ; 24 cm
Contents: Alternative media is changing the way businesses reach their target --
Brands and the economy --
The strategy behind using alternative media --
The choice of media --
Conceptualizing the idea and choice of media --
Traditional advertising --
Out-of-home: outdoor and transit --
Direct marketing --
Sales promotion --
Electronic media --
Mobile media --
Guerilla and viral marketing --
What if it does not fit snuggly into any of the other categories?
Responsibility: Robyn Blakeman.
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