Publisher's Synopsis
This book provides succinct guidelines, useful tips and thought provoking ideas for effective advertising and promotion of one's business. It explains how to create, manage and produce cost-effective advertising, publicity, brochures, catalogs and public relations events. This practical guide will be an essential reading for anyone seriously considering the success of their business. Michael E. Allen is a master of strategic marketing management. He has over 18 years of experience in the marketing profession. He has worked with multinational companies in various capacities including consumer products, health care, computer software and hardware, retailing, financial services, advertising and direct marketing. His consulting experience focuses on the areas of marketing strategy, marketing planning, advertising and marketing research.
