Strategic uses of alternative media : just the essentials / Robyn Blakeman
- Blakeman, Robyn, 1958-
- Armonk, N.Y. : M.E. Sharpe, 
- Copyright Date:
- Physical Description:
- viii, 261 pages : illustrations ; 24 cm
- Alternative media is changing the way businesses reach their target -- Brands and the economy -- The strategy behind using alternative media -- The choice of media -- Conceptualizing the idea and choice of media -- Traditional advertising -- Out-of-home: outdoor and transit -- Direct marketing -- Sales promotion -- Electronic media -- Mobile media -- Guerilla and viral marketing -- What if it does not fit snuggly into any of the other categories?
- 9780765625557 (hbk. : alk. paper)
0765625555 (hbk. : alk. paper)
- Bibliography Note:
- Includes bibliographical references (241-244) and index.
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