Entrepreneur Magazine: Guide to Integrated Marketing

Partial table of contents: MIXED MEDIA MARKETING COMMUNICATIONS Marketing as a Search and Rescue Function Case Studies: Develop the Skill of Copycatting ADVERTISING: THE UNDERPINNING OF MARKETING Choosing Media The Message: A Bill of Writes and Wrongs DIRECT-RESPONSE MARKETING: IT'S DIRECT MAIL AND MUCH MORE Beyond Envelopes and Letters PROMOTION: IT CAN BE EXCEPTIONALLY COST-EFFECTIVE Packaging: An Important Promotion Tool Wanted: A Few (More) Good Promotions Case Studies: How the Pros Used Direct Promotions PUBLICITY: LEAST EXPENSIVE MARKETING TOOL MONEY CAN'T BUY Broadcast and Narrowcast Publicity/=The VNR Crisis Communications: Turning Bad Happenings to Good Press Case Studies: How the Pros Used Publicity Index.