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"He felt about books as doctors feel about medicines, or managers about plays - cynical, but hopeful."
- Rose Macaulay,
Crewe Train,
1926
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| | Online Promotions:
Winning Strategies and Tactics
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| | by Bill Carmody
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ZIN Product Number: 10128740
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| | | |  | | | Product Details
 Format: Paperback, 352 pages
Edition: BK&CD-ROM
Publisher: Wiley, John & Sons, Incorporated
ISBN: 0471403989
Release Date: Jan 4, 2001
| |  | | | From The Publisher
The only complete guide to creating and managing successful online promotions
Attracting customers and driving sales in today’s increasingly crowded, hyper-competitive online marketplace requires sophisticated new promotional techniques using a host of ever-evolving media tools. The first hands-on guide devoted exclusively to the subject, this book tells advertising and marketing professionals what they need to know to create and manage online promotions that pop. Drawing upon his experiences developing online promotions for Fortune 500 clients such as 3Com, AOL, Microsoft, Visa, and Xerox, expert Bill Carmody covers the latest thinking and practices in multi-brand promotions, advertising online promotional campaigns, data-gathering techniques, measuring performance, promotion follow-up, and much more. He also covers a wide range of important related issues, including international and cultural concerns, legal issues, privacy and security, and others.
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| | | |  | | | | Foreword | | | Introduction | | | Acknowledgments | | | Ch. 1 | Promotional Marketing Basics | 1 | | Ch. 2 | Why Online Promotions Work | 47 | | Ch. 3 | Planning an Online Promotion | 79 | | Ch. 4 | Protecting Yourself and Your Company Online | 95 | | Ch. 5 | Outsourcing versus in-House Resources | 145 | | Ch. 6 | How to Create a Multibrand Promotion | 207 | | Ch. 7 | Promoting the Promotion | 231 | | Ch. 8 | What to Do after the Promotion | 265 | | Ch. 9 | The Future of Online Promotions | 293 | | Index | 317 |
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