marketing secrets that will make you a star Cone, Steve 1950- creator text index ii New Delhi Viva Books 2007 1st ed. monographic eng

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ix, 188 p. : ill. ; 22 cm. "A concise handbook of marketing ideas covering advertising, branding, public relations, direct response, and more, illustrated with examples of brands and successful and unsuccessful ads, written by a marketing executive with nearly 30 years of experience in the field"--Provided by publisher. Three hidden ingredients in every winning marketing campaign -- In simple language : what is a brand? What makes it successful? How do you manage it? -- How to create a unique selling proposition -- Create, or hire, or beg, to build a memorable, distinctive personality for your business -- You have to be able to see it to read it -- Brochures kill trees : make the trees that die for you count -- Everlasting tag lines -- Think globally, act locally-- to a point -- Integration wins wars and the mind of the consumer -- Location, location, location : get the most from your media dollars -- No one ever bought anything from an English professor -- The three most important customer lessons you will ever learn -- The art of building effective loyalty programs -- Surprise! we're all getting older -- The big breakthrough idea : where does it come from? -- The web : hype and hope -- The power of public relations and sponsorships -- Politics and promotion -- In the spotlight -- Confucius and stardom -- How to make the most of your advertising agency -- The ten secrets you really need to steal -- Being all that we can be. general Steve Cone. Includes index. Marketing 8130905337 (alk. paper) http://www.loc.gov/catdir/toc/ecip0514/2005016691.html http://www.loc.gov/catdir/toc/ecip0514/2005016691.html UMP 080331 20251117145554.0 vtls000025901