CHAPTER 8
Strategies for Marketing Content
I just believe that the cost of marketing is going to increase and the cost of delivery is going to decrease as the net gets stronger and mass media gets weaker.
Joichi Ito
CONTENTS
Chapter Objectives
Introduction
Marketing Management and Managing Marketing
A Day in the Life of Dorothy Hui
Marketing Strategies
Integrated Marketing Communications (IMC): Reaching across the Wire and the Ether
Defining the Market
Universal Marketing Appeals: The New, the First, the Only, and the New and Improved
Summary
What’s Ahead
Case Study 8.1 The Road to Marketing a Newscast
Case Study 8.2 3, 2, 1 … Launch of a New Web Site
References
CHAPTER OBJECTIVES
The objective of this chapter is to provide ...
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