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" Marketing in the round : "
[Gini Dietrich, Geoff Livingston]
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BL
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| Record Number
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702784
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| Doc. No
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b524973
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| Main Entry
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Dietrich, Gini
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| Title & Author
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Marketing in the round : : how to develop an integrated marketing campaign in the digital era /\ [Gini Dietrich, Geoff Livingston]
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| Publication Statement
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Indianapolis, Ind. :: Que,, [2012]
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, ©2012
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| Page. NO
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xviii, 201 pages :: illustrations ;; 24 cm
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| ISBN
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0789749173
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: 9780789749178
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| Bibliographies/Indexes
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Includes bibliographical references and index
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| Contents
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Marketing in the round -- Know all the tools -- Understanding stakeholders and the competitive landscape -- Marketing: tools, tactics, sequencing, and timing -- When to go direct -- The top-down approach -- When to use the groundswell -- When to deploy flanking techniques -- Integrating multiple and diverse approaches and tactics -- Planning the entire tactical effort -- Using measurement to adapt and handle obstructions -- Respecting and anticipating the community and competition
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| Subject
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Internet marketing
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Marketing
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Mass media-- Technological innovations
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Social media
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| Dewey Classification
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658.8/72
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| LC Classification
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HF5415.D4882 2012
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| Added Entry
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Livingston, Geoff
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