WHITE PAPER MARKETING HANDBOOK BLY R. Księgarnia

As consumers become more resistant to direct sales appeals, white papers — promotional pieces in the guise of informational articles or reports - are increasingly alluring. And this exciting new book is the first to tell marketers across industry how to create effective white papers using a variety of media, all the while building successful marketing campaigns to create interest, generate leads, build relationships, and ultimately drive sales. Offering insight into the "Edu-Marketing" revolution, the book explains the dynamics of white paper marketing and why it works, equipping readers with the tools to create content, educate buyers, generate leads, and develop marketing plans using white papers — and measure the results. Packed with practical illustrations, the book includes more than a dozen cases from such industry heavyweights as IBM, Comfort Control, Home Depot, and Engineered Software. It also illustrates how white papers effectively fit into successful Integrated Marketing Communications efforts to speak with one voice, be where the prospect is, and help the prospect find you.

How the book will help you in the course:
The only book to address this phenomenon directly, this unique handbook helps readers get into customers' "field of vision," giving prospective clients information without an obvious sales pitch, establishing a bond, and demonstrating their firm's credibility for when prospects are ready to buy.

It integrates white paper marketing into a company's overall marketing strategy and emphasizes building long-term customer relationships.

Its state-of-the-art information on implementing this technique creates better lead generation and more effective marketing.

256 pages, Paperback

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.