Forensic Marketing: The Professional's Guide to Optimizing Results from Marketing Communication (Mcgraw-Hill Marketing for Professionals.)

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9780077079000: Forensic Marketing: The Professional's Guide to Optimizing Results from Marketing Communication (Mcgraw-Hill Marketing for Professionals.)

To be effective, the marketing function relies on the specialist services of marketing communication facilities: advertising, market research, public relations and telemarketing. This book provides a new discipline, suggesting that one should look at why a certain method is chosen by looking back in more depth to previous efforts so that wiser decisions can be made in the future. The book offers a strategy based on the idea of understanding, with scientific or in-depth objectivity, the effect and worth of any marketing communication on a campaign and using this information in a constructive way.

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Published by McGraw-Hill Publishing Co. (1995)
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