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· 제목 : On Message : Precision Communication for the Digital Age (Paperback)
· 분류 : 외국도서 > 경제경영 > 화술/협상/프리젠테이션
· ISBN : 9780749464875
· 쪽수 : 181쪽
· 출판일 : 2013-01-03
· 분류 : 외국도서 > 경제경영 > 화술/협상/프리젠테이션
· ISBN : 9780749464875
· 쪽수 : 181쪽
· 출판일 : 2013-01-03
목차
- Chapter - 00: Introduction;
- Section - ONE: The digital landscape: context, competition and technology change;
- Chapter - 01: How did we get here?;
- Chapter - 02: This is new media;
- Chapter - 03: Lessons from the past;
- Chapter - 04: What are we up against?;
- Section - TWO: Guiding principles: stickiness and blogging;
- Chapter - 05: All about stickiness;
- Chapter - 06: How to get stickier;
- Chapter - 07: Thoughts about blogging;
- Section - THREE: Understanding customers: personal branding, segmentation and sales principles;
- Chapter - 08: Building a brand to deliver better messaging;
- Chapter - 09: Segmenting an audience;
- Chapter - 10: Developing relevance via marketing and sales;
- Section - FOUR: The nuts and bolts of better writing: 'how to' guides on writing and editing;
- Chapter - 11: Gathering content;
- Chapter - 12: Developing the message;
- Chapter - 13: How to write better copy;
- Chapter - 14: How to edit existing copy;
- Section - FIVE: Advanced technique: going global, expanding creativity, storytelling and more;
- Chapter - 15: Crossing boundaries and going global;
- Chapter - 16: Expanding creative horizons;
- Chapter - 17: Storytelling;
- Chapter - 18: Revision, consolidation and the way forward
