Business-to-business advertising : how to compete for a $1-trillion-plus market / by Howard G. (Scotty) Sawyer.
Publication details: Chicago, Ill. : Crain Books, [c1978]Description: xvii, 323 p. ; 24 cmISBN:- 0872510344
- 659.2 22 SAW
Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
---|---|---|---|---|---|---|
Book Closed Access | Engineering Library | 659.2 SAW 1 (Browse shelf(Opens below)) | 1 | Available | 0025883 |
CONTENTS
Section 1: Marketing
Marketing to business
Marketing research
Section 2: Advertising
advertising to business
advertising strategy
the budget
Section 3: Creative
The words we work with
The techniques
The copy
The graphics
Sales literature
Section 4: Media
The media business
Media promotion and selling
Media selection
Section 5: Scheduling and merchandising
Section 6: Test and measurement
Section 7: some special considerations
Section 8: Advertiser- agency relations
Section 9: Advertising to markets abroad
Section 10: Your career in industrial advertising
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