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About the author | ||
Introduction | 1 | |
Pt. 1 | The principles | 3 |
1 | Back to basics: a look at definitions | 5 |
2 | Getting to know you: finding out about your customers | 8 |
3 | Products: taking a fresh look | 15 |
4 | How to fight the competition - and win! | 20 |
5 | Building an image | 28 |
6 | The price is right: pricing for profit | 44 |
7 | How to produce a PR and marketing strategy | 52 |
Pt. 2 | The practice | 57 |
8 | Read all about it: using the media | 59 |
9 | A day to remember: organising PR events | 98 |
10 | Money, money, money: successful selling | 109 |
11 | Writing worth reading: planning and penning persuasive publicity | 123 |
12 | DIY design: how to produce stunning publicity in-house | 140 |
13 | Getting out the placards: planning a local or trade campaign | 145 |
14 | Making a stand: getting the best from trade fairs and exhibitions | 158 |
15 | Advertising and sponsorship | 169 |
16 | Through the letterbox: taking the junk out of direct mail | 199 |
17 | Promoting your company: the Internet, other promotional tools and how to select the right one | 233 |
18 | Getting the facts: marketing research | 233 |
19 | Putting customers first: how to establish a customer care culture | 258 |
20 | Communicate for business success: how to have excellent internal and external communication | 278 |
Pt. 3 | The professionals | 289 |
21 | In the picture: putting photographers into focus | 291 |
22 | You've been framed: how to make a promotional video | 301 |
23 | Absolutely fabulous: how to choose and use a PR consultant | 310 |
24 | Designs on you: getting the most from a designer | 316 |
25 | Getting into print: finding the best deal from a printer | 326 |
26 | Using a market research consultancy | 332 |
27 | Choosing an advertising agency | 337 |
App. 1 | A plain English guide to marketing and PR jargon | 344 |
App. 2: Useful addresses | 357 | |
Index | 369 |
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