On Message : Precision Communication for the Digital Age / Theo Theobald.
Material type: TextPublisher: London : Kogan Page Limited, 2013Edition: 1st editionDescription: 181p 22cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780749464875Subject(s): Business communication | Online social networksDDC classification: 659.144Item type | Current library | Call number | Status | Date due | Barcode |
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Books | Indian Institute of Corporate Affairs Library | 659.144 THE (Browse shelf(Opens below)) | Available | 2576 |
Acknowledgements -- Introduction -- The digital landscape -- How did we get here? -- This is new media -- Lessons from the past -- What are we up against? -- Guiding principles -- All about stickiness -- How to get stickier -- Thoughts about blogging -- Understanding customers -- Building a brand to deliver better messages -- Segmenting an audience -- Developing relevance via marketing and sales -- The nuts and bolts of better writing -- Gathering content -- Developing the message -- How to write better copy -- How to edit existing copy -- Advanced technique -- Crossing boundaries and going global -- Expanding creative horizons -- Storytelling -- Revision, consolidation and the way forward.
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