AMA handbook for managing business to business marketing communications:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | Undetermined |
| Veröffentlicht: |
Lincolnwood, Ill.
NTC Business Books
1997
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXIII, 372 S. graph. Darst. |
| ISBN: | 0844235954 |
Internformat
MARC
| LEADER | 00000nam a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV023691894 | ||
| 003 | DE-604 | ||
| 005 | 20010406000000.0 | ||
| 007 | t | ||
| 008 | 991214s1997 xxud||| |||| 00||| und d | ||
| 020 | |a 0844235954 |c DM 97.00 |9 0-8442-3595-4 | ||
| 035 | |a (OCoLC)611735654 | ||
| 035 | |a (DE-599)BVBBV023691894 | ||
| 040 | |a DE-604 |b ger | ||
| 041 | |a und | ||
| 044 | |a xxu |c US | ||
| 049 | |a DE-522 |a DE-188 | ||
| 100 | 1 | |a DeBonis, J. Nicholas |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a AMA handbook for managing business to business marketing communications |c J. Nicholas DeBonis ; Roger S. Peterson |
| 264 | 1 | |a Lincolnwood, Ill. |b NTC Business Books |c 1997 | |
| 300 | |a XXIII, 372 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 0 | 7 | |a Kommunikationspolitik |0 (DE-588)4232471-3 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketingmanagement |0 (DE-588)4168907-0 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Kommunikation |0 (DE-588)4031883-7 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Business-to-Business-Marketing |0 (DE-588)4631075-7 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Direktmarketing |0 (DE-588)4012421-6 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Direktmarketing |0 (DE-588)4012421-6 |D s |
| 689 | 0 | 1 | |a Marketingmanagement |0 (DE-588)4168907-0 |D s |
| 689 | 0 | 2 | |a Kommunikation |0 (DE-588)4031883-7 |D s |
| 689 | 0 | |5 DE-604 | |
| 689 | 1 | 0 | |a Business-to-Business-Marketing |0 (DE-588)4631075-7 |D s |
| 689 | 1 | 1 | |a Kommunikationspolitik |0 (DE-588)4232471-3 |D s |
| 689 | 1 | |5 DE-188 | |
| 700 | 1 | |a Peterson, Roger S. |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017192458&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-017192458 | ||
Datensatz im Suchindex
| _version_ | 1804138718426038272 |
|---|---|
| adam_text | Acknowledgments xvii
Introduction xix
Of Birth—Or Rebirth 1
Marcom in Relationship Marketing:
The Who, What, Where, When, Why and How 3
Not Seeing the Forest for the Trees 4
A Marketing Model for the 21st Century 6
Staking the Claim: Becoming the Manager of External
Perceptions 10
The Master of Mix:The Marcom Professional as
Integrator and Generalist 10
Of Mr. No and the Devil s Advocate: The Marcom
Professional as Perpetual Teacher 11
Never Get Stale: The Marcom Professional as a
Perpetual Student 11
Resources 12
The Warfare of Perceptions:
Marketing Is a Noun, Selling Is a Verb 13
Internal Objectivity and External Perceptions 14
Getting the Big Picture Straight from the Start 15
Who Needs the Big Picture and Who Needs Smaller
Pictures? 16
How Perceptions Kill Ideas: Mind-sets and Mine Fields 16
Preceptions and Problem Solving 17
Levels of Knowledge and Knowing 18
Resources 19
yi CONTENTS
Tomorrow s Agenda: Damn the Torpedoes! 20
What s on Deadline? Your Introduction to
Juggling 21
The Marketing Plan and Where Marcom Fits 21
Marketing Organizations: Corporate versus
Divisions 24
Who s on First? 27
Reading the Agencies Minds 27
Gathering Available Information 29
General Needs Assessment: Inherited Projects and
Staff 29
Resetting the Marcom Budget to Zero 30
Resources 30
CHAPTER 4
Defining Markets and Matching Messages:
What Business Are You In? 31
Just What Do You Sell and in Which Market? 32
The Competition: Who Else Is in the Game? 33
How Do You Compare? 34
What Do They Read? Target Infographics 34
What Do They Attend? 35
What Independent Consultants Do They Use or
Follow? 36
What Training Are They Searching For? 36
Who Else Is Involved in Specifying and
Deciding? 37
Creating a Budget That Sells 37
Resources 37
IEEEEEI
Building a Macro Platform
for Marcom 39
CHAPTER 5
Research and Evaluation:
No More Wet Fingers in the Air 41
CONTENTS VII
Checklist of Do s and Don ts 42
Objectives of Marcom Research 43
A General Marcom Research Process 44
Some Cost-Effective Research Ideas 49
Measuring the Effectiveness of Marcom
Activities 49
The Debriefing: Evaluating the Effectiveness of an
Integrated Campaign 50
Justifying the Expense of Research 51
Resources 52
Building the Foundation:
The Communications Audit 54
Checklist of Do s and Don ts 56
Developing the Preliminary MIP 56
The Communications Audit 57
Conducting the Audit 57
Communications Audit Matrix 60
Resources 60
CHAPTER 7
Building Consensus for Action:
The Marcom Summit 62
Checklist of Do s and Don ts 63
Summit Attendees and Summit Setting 64
The Agenda: Reviewing the Audit in Detail 65
The Anatomy of Problem Solving 66
Getting Consensus and Sign-off 67
Selling MIP Discipline Internally 68
Resources 69
CHAPTER 8
Identity and Design: Of Icons and Images 70
Checklist of Do s and Don ts 71
Project Names: How Bad Product Names Take
Root 72
Of Ownership and Misplaced Affection 72
V|H CONTENTS
Types of Names 73
Procedures for Getting Good Names 74
Employee Name Contests 77
Symbols and Icons 78
Designing for Future Impact 78
Understanding Creative Directors and Designers 79
Tips for Integrating Your Program 80
Measurement and Evaluation 80
Resources 81
Managing the Micro Tools 83
iilliii iiiliilfiiif
Advertising and Collateral Sales Literature:
Customizing Marcom in the Information Age 87
Checklist of Do s and Don ts 89
The Message: What to Say 89
The Medium: Where to Say It 94
Media Schedule: When to Say It 97
The Budget: What to Spend 99
Collateral Sales Materials 101
Marcom of the Future 103
Tips for Integrating Your Program 104
Measurement and Evaluation 105
Resources 107
Relationship Database Marketing:
Spending to Make a Dollar 108
Checklist of Do s and Don ts 109
Database Marketing 110
Information As Part of the Overall Marketing
Strategy 111
The Functions of Progressive Databases 115
Tips for Integrating Your Program 117
Measurement and Evaluation 117
Resources 118
CONTENTS IX
CNAPTEA II
Direct Response Marketing:
Laser Strikes on the Targets 119
Checklist of Do s and Don ts 120
When to Use Direct Marketing 121
Basic Direct Marketing Strategic Decisions 121
Direct Marketing Media 122
Tips for Integrating Your Program 135
Measurement and Evaluation 138
Resources 139
tiiiiitfiiiiiiiiiiiiiiiii
Trade Show and Exhibit Marketing:
Military Staging for Closing Sales 140
Checklist of Do s and Don ts 142
Exhibit Marketing Myths 143
Of von Clausewitz and the Order of Battle 144
Exhibit Systems, Materials, and Construction 145
The Exhibit Medium as the Message 146
Reorienting the Sales Staff 150
Demonstration Management 155
Managing Exhibit Traffic: The Role of Preshow
Promotion and Show Literature 157
Managing Inquiries from the Show 157
Tips for Integrating Your Program 160
Measurement and Evaluation 164
Resources 165
CHAPTtir 13
Event and Seminar Marketing:
There s No Business Like Show Business 167
The Difference Between Event and Exhibit
Marketing 168
Checklist of Do s and Don ts 169
The Cards You Want versus the Cards You Are
Dealt 170
Adopting an Event: Sponsorships and Special
Events 172
Seminars and Tutorials 175
x CONTENTS
Agenda Essentials 177
Road Shows 178
Sales Meetings: Your Primary Event Market 181
Tips for Integrating Your Program 181
Measurement and Evaluation 184
Resources 184
CHAPTfcR 14
Telemarketing: Creating a Second Sales Staff 187
Checklist of Do s and Don ts 188
Where Does Telemarketing Fit in the Overall Marketing
Plan? 189
Hiring from the Inside or the Outside 193
Training 195
Quality Control 198
Motivation 199
Making Successful Telemarketing Calls 201
Telemarketing Costs Checklist 206
Future Technologies: Telemarketing in the
21st Century 207
Tips for Integrating Your Program 207
Measurement and Evaluation 208
Resources 209
Managing Important Relationships 211
CHAPTER 15
Public Relations:
The Best Defense Is a Good Offense 213
Checklist of Do s and Don ts 214
Public Relations Objectives 214
Public Relations Is More than Firefighting 216
The Best Defense: Proactive Public Relations 217
The 4 A s of PR: A Public Relations Checklist 219
Other Tactical Considerations 220
Objectives and Strategies for Media Relations 221
Two Other Public Relations Functions 224
Internal Public Relations 225
CONTENTS XI
Tips for Integrating Your Program 226
Measurement and Evaluation 226
Resources 227
CHAPTER 16
Financial Relations:
Of Stockholders and Stakeholders 228
Checklist of Do s and Don ts 229
The SEC and Its Agenda 230
Management As Message—And the Chairman s
Agenda 232
Information Management: Understanding versus
Facts 234
The Investor Relations Message Management Task
Force 236
Relationship Investing: Investor Relations or Speculator
Relations? 237
Investor Relations: Two Approaches 238
Analysts: High-Stakes Poker 239
Of Stockholders and Stakeholders: IR s Integrated
Audiences 242
The Basics: Factors, Problem Definition, Objectives,
Setting 246
What Is News and How to Report It 248
The Initial Public Offering Checklist 249
Handling a Takeover Bid 251
Handling Chapter 11 Restructuring 254
Tips for Integrating Your Program 257
Measurement and Evaluation 263
Resources 264
CHAPTER 17
Employee Relations: Creating Company
Loyalty That Customers Notice 267
Checklist of Do s and Don ts 268
Ownership and Motivation 269
Departmental Marketing 270
Internal Merchandising of Communication
Programs 274
Tips for Integrating Your Program 276
xl| CONTENTS
Measurement and Evaluation 279
Resources 281
CHAPTER I*
Community and Government Relations:
Don t Forget to Call Home 282
Checklist of Do s and Don ts 284
Setting the Objectives 285
Your Accounts Payable Department 286
Local Government Officials 287
True Power: Finding the Key Influences in
Town 288
Corporate Support: We re Sure Your Firm Would Want
To . . . 288
Influencing Governmental Changes 290
Trade Schools and Universities 290
Local Reporters and Editors 291
Big Ideas for Little Budgets 292
Tips for Integrating Your Program 293
Measurement and Evaluation 295
Resources 296
CHAPTER IB
Crises and Contingencies: Communicating
During Times of Trouble 297
Checklist of Do s and Don ts 298
Preparing and Planning Ahead: Taking the Grim
Inventory 299
Assembling the Crisis Team 300
Remembering Crisis Context: A Company Crisis and
Your Marketing Plan 301
Crisis Context: An Industry-wide Crisis 306
A Marketing Problem—Or Something Else? 307
Admissions and Precautions: I m the Corporate
Attorney and I m Here to Help You. 308
Media Relations During a Crisis 309
After the Crisis: Refining Plans for the Future 311
Tips for Integrating Your Program 312
Measurement and Evaluation 314
Resources 316
CONTENTS XIII
Appendices 317
A Marketing Information Platform (MIP)™ Sample
Template 317
B Project Platform Worksheet 324
C News Release Worksheet 327
D Trade Show Management Checklist 329
E Legalities of Copywriting 334
F Legalities and Trademarks 336
G Business Marketing s Copy Chasers Guidelines
for Good Advertising 342
H Ketchum Public Relations-Pittsburgh s Crisis
Marketing Message Action Plan (MAP) 345
I Event Marketing Site Inspection Checklist 348
J De Bonis and Peterson Results/Efforts (R/E) Ratio™:
Analysis of Marcom Results versus Effort Expended
in Marcom Dollars 354
Index 361
|
| any_adam_object | 1 |
| author | DeBonis, J. Nicholas Peterson, Roger S. |
| author_facet | DeBonis, J. Nicholas Peterson, Roger S. |
| author_role | aut aut |
| author_sort | DeBonis, J. Nicholas |
| author_variant | j n d jn jnd r s p rs rsp |
| building | Verbundindex |
| bvnumber | BV023691894 |
| ctrlnum | (OCoLC)611735654 (DE-599)BVBBV023691894 |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01811nam a2200433zc 4500</leader><controlfield tag="001">BV023691894</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20010406000000.0</controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">991214s1997 xxud||| |||| 00||| und d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0844235954</subfield><subfield code="c">DM 97.00</subfield><subfield code="9">0-8442-3595-4</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)611735654</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV023691894</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield></datafield><datafield tag="041" ind1=" " ind2=" "><subfield code="a">und</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxu</subfield><subfield code="c">US</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-522</subfield><subfield code="a">DE-188</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">DeBonis, J. Nicholas</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">AMA handbook for managing business to business marketing communications</subfield><subfield code="c">J. Nicholas DeBonis ; Roger S. Peterson</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Lincolnwood, Ill.</subfield><subfield code="b">NTC Business Books</subfield><subfield code="c">1997</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XXIII, 372 S.</subfield><subfield code="b">graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Kommunikationspolitik</subfield><subfield code="0">(DE-588)4232471-3</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketingmanagement</subfield><subfield code="0">(DE-588)4168907-0</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Kommunikation</subfield><subfield code="0">(DE-588)4031883-7</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Business-to-Business-Marketing</subfield><subfield code="0">(DE-588)4631075-7</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Direktmarketing</subfield><subfield code="0">(DE-588)4012421-6</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Direktmarketing</subfield><subfield code="0">(DE-588)4012421-6</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Marketingmanagement</subfield><subfield code="0">(DE-588)4168907-0</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="2"><subfield code="a">Kommunikation</subfield><subfield code="0">(DE-588)4031883-7</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Business-to-Business-Marketing</subfield><subfield code="0">(DE-588)4631075-7</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="1"><subfield code="a">Kommunikationspolitik</subfield><subfield code="0">(DE-588)4232471-3</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="5">DE-188</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Peterson, Roger S.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017192458&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-017192458</subfield></datafield></record></collection> |
| id | DE-604.BV023691894 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:32:38Z |
| institution | BVB |
| isbn | 0844235954 |
| language | Undetermined |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017192458 |
| oclc_num | 611735654 |
| open_access_boolean | |
| owner | DE-522 DE-188 |
| owner_facet | DE-522 DE-188 |
| physical | XXIII, 372 S. graph. Darst. |
| publishDate | 1997 |
| publishDateSearch | 1997 |
| publishDateSort | 1997 |
| publisher | NTC Business Books |
| record_format | marc |
| spelling | DeBonis, J. Nicholas Verfasser aut AMA handbook for managing business to business marketing communications J. Nicholas DeBonis ; Roger S. Peterson Lincolnwood, Ill. NTC Business Books 1997 XXIII, 372 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Kommunikationspolitik (DE-588)4232471-3 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Kommunikation (DE-588)4031883-7 gnd rswk-swf Business-to-Business-Marketing (DE-588)4631075-7 gnd rswk-swf Direktmarketing (DE-588)4012421-6 gnd rswk-swf Direktmarketing (DE-588)4012421-6 s Marketingmanagement (DE-588)4168907-0 s Kommunikation (DE-588)4031883-7 s DE-604 Business-to-Business-Marketing (DE-588)4631075-7 s Kommunikationspolitik (DE-588)4232471-3 s DE-188 Peterson, Roger S. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017192458&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | DeBonis, J. Nicholas Peterson, Roger S. AMA handbook for managing business to business marketing communications Kommunikationspolitik (DE-588)4232471-3 gnd Marketingmanagement (DE-588)4168907-0 gnd Kommunikation (DE-588)4031883-7 gnd Business-to-Business-Marketing (DE-588)4631075-7 gnd Direktmarketing (DE-588)4012421-6 gnd |
| subject_GND | (DE-588)4232471-3 (DE-588)4168907-0 (DE-588)4031883-7 (DE-588)4631075-7 (DE-588)4012421-6 |
| title | AMA handbook for managing business to business marketing communications |
| title_auth | AMA handbook for managing business to business marketing communications |
| title_exact_search | AMA handbook for managing business to business marketing communications |
| title_full | AMA handbook for managing business to business marketing communications J. Nicholas DeBonis ; Roger S. Peterson |
| title_fullStr | AMA handbook for managing business to business marketing communications J. Nicholas DeBonis ; Roger S. Peterson |
| title_full_unstemmed | AMA handbook for managing business to business marketing communications J. Nicholas DeBonis ; Roger S. Peterson |
| title_short | AMA handbook for managing business to business marketing communications |
| title_sort | ama handbook for managing business to business marketing communications |
| topic | Kommunikationspolitik (DE-588)4232471-3 gnd Marketingmanagement (DE-588)4168907-0 gnd Kommunikation (DE-588)4031883-7 gnd Business-to-Business-Marketing (DE-588)4631075-7 gnd Direktmarketing (DE-588)4012421-6 gnd |
| topic_facet | Kommunikationspolitik Marketingmanagement Kommunikation Business-to-Business-Marketing Direktmarketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017192458&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT debonisjnicholas amahandbookformanagingbusinesstobusinessmarketingcommunications AT petersonrogers amahandbookformanagingbusinesstobusinessmarketingcommunications |