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Book Categories |
Preface | ||
Acknowledgments | ||
Pt. 1 | The Foundation of High-Tech Marketing Communication | 1 |
Ch. 1 | Planning for High-Tech Marketing Communication: Success Starts Here | 2 |
Ch. 2 | The High-Tech Audience: Targeting Your Materials | 23 |
Ch. 3 | Message, Objective, and Purpose: The Essentials for On-Target Communication | 35 |
Ch. 4 | Creative Issues: Developing the Best Ideas, Styles, and Methods | 53 |
Pt. 2 | Writing a High-Tech Marcom Document | 63 |
Ch. 5 | Document Elements: Packaging Your Information for Greater Impact | 64 |
Ch. 6 | Content Types: Presenting High-Tech Information Effectively | 77 |
Ch. 7 | Text Techniques: Adding Power to Your Copy | 105 |
Ch. 8 | Legal and Ethical Issues: Avoiding Problems in Your Materials | 128 |
Ch. 9 | International High-Tech Marketing Communication: Adapting Your Materials to the Global Market | 146 |
Pt. 3 | High-Tech Marcom Projects | 159 |
Ch. 10 | Sales Materials: Reaching Prospects and Customers | 160 |
Ch. 11 | Press Materials: Reaching Journalists and Analysts | 199 |
Ch. 12 | Alliance Materials: Reaching Dealers and Partners | 225 |
Ch. 13 | Marketing Communication in Electronic Media: Expanding Your Horizon | 237 |
Appendix A: Copywriting Checklist | 248 | |
Appendix B: Glossary | 251 | |
Appendix C: Bibliography and Resources | 257 | |
Appendix D: References | 265 | |
Index | 271 |
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Add Writing High-Tech Copy That Sells, Technology is more pervasive - and more confusing - every day. Overwhelmed by complexity, choices, and change, buyers of high-tech products are demanding complete, helpful, understandable sales information. Yet it isn't easy to write brochures, press rele, Writing High-Tech Copy That Sells to the inventory that you are selling on WonderClubX
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Add Writing High-Tech Copy That Sells, Technology is more pervasive - and more confusing - every day. Overwhelmed by complexity, choices, and change, buyers of high-tech products are demanding complete, helpful, understandable sales information. Yet it isn't easy to write brochures, press rele, Writing High-Tech Copy That Sells to your collection on WonderClub |