| Description |
xxii, 310 pages : illustrations ; 24 cm |
| Series |
National Retail Federation series |
|
National Retail Federation series.
|
| Contents |
1. Getting Started -- 2. Positioning the Company -- 3. Know Your Consumer and Competitor before Writing the Game Plan -- 4. The Marketing Plan -- 5. Creating and Developing the Brand Image -- 6. Formulating the Creative -- 7. Media Planning -- 8. Creative Adaptation for the Media -- 9. Sales Promotion -- 10. The Merchandising Arena: Point of Purchase and Personal Selling -- 11. Public Relations: The Art of the Spin -- 12. Doing It by the Numbers: Budgeting, Timetables, and Measuring Results |
| Summary |
In case you haven't noticed, there's a whole new retail and marketing scene out there. It's complicated, intensely competitive, and changing at a rate that's hard to keep up with. MasterMinding the Store helps you deal with the present situation and prepare for the future. How so? By imparting the creative insights of Donald Ziccardi, who has logged 20 years in marketing and advertising; his experience is woven into over 100 real-life anecdotes and case studies about media strategies, creative executions, and agency-client relationships that provide the combined wisdom of years and years of experience |
| Analysis |
Advertising |
|
Retail trade |
|
Sales promotion |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references (pages 301-302) and index |
| Subject |
Advertising.
|
|
Marketing.
|
|
Retail tvade -- Marketing
|
|
Sales promotion.
|
| Author |
Moin, David.
|
|
National Retail Federation.
|
| LC no. |
96030258 |
| ISBN |
0471139106 (cloth : acid-free paper) |
|
