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"Publicity on the Internet" by Steve O'Keefe
"Publicity On The Internet" - by Steve O'Keefe, is a complete guide to promoting any product, service, person, or event on the Internet and commercial online services. "Publicity On The Internet" gives precise, comprehensive, and comprehensible information on how to increase traffic at a web site, the planning and promoting of online events, getting media coverage online and off, launching a new product or business, and defending against online attacks. "Publicity On The Internet" is a detailed nuts-and-bolts manual with step-by-step instructions, checklists, sample documents, links to incredible time-saving resources, and more. The text is highlighted with online marketing horror stories and spectacular successes. "Publicity On The Internet" will save the reader thousands of dollars in preventable mistakes and be a constant and valued reference book for any online entrepreneurial enterprise. (Amazon.com)
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"Advertising and Promotion : An Integrated Marketing Communications Perspective (Irwin/McGraw-Hill Series in Marketing)" by Michael A. Belch, George E.
The field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies. Marketers must look beyond the traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize the myriad of media outlets-print, radio, cable, satellite TV, and now the Internet. "Advertising and Promotion : An Integrated Marketing Communications Perspective" by Michael A. Belch, is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. "Advertising and Promotion : An Integrated Marketing Communications Perspective" conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century. (Amazon.com)
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