TY  - BOOK
AU  - Dietrich,Gini
AU  - Livingston,Geoff
TI  - Marketing in the round: how to develop an integrated marketing campaign in digital era  
SN  - 9780789749178 :
AV  - HF5415 .D4882 2012
PY  - 2012///
CY  - Indianapolis, Ind.
PB  - Que Pub.
KW  - Marketing
KW  - Internet marketing
KW  - Social media
KW  - Mass media
KW  - Technological innovations
N1  - Includes index; 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
ER  -