Developing Effective Communications Strategy: A Benefit Segmentation Approach (Wiley Series on Marketing Management)

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Developing Effective Communications Strategy: A Benefit Segmentation Approach (Wiley Series on Marketing Management) image
ISBN-10:

0471812625

ISBN-13:

9780471812623

Edition: 1
Released: May 08, 1985
Publisher: Ronald Press
Format: Hardcover, 510 pages

Description:

Explores the ways in which any company or organization can discover and develop an effective communications strategy, and how, after settling on a strategy, the company can be sure it has been properly executed. Concentrates on the processes underlying the development of effective communications strategies and the feedback processes that assure the advertiser that the advertising is working as intended. The central concept is the use of market segmentation in general, and benefit segmentation in particular. Features numerous segmentation grids and a benefit segmentation exercise.

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