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Business-to-business advertising : how to compete for a $1-trillion-plus market / by Howard G. (Scotty) Sawyer.

By: Publication details: Chicago, Ill. : Crain Books, [c1978]Description: xvii, 323 p. ; 24 cmISBN:
  • 0872510344
Subject(s): DDC classification:
  • 659.2 22 SAW
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book Closed Access 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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