01440nam a2200289Ia 4500 TVU_13603 210423s9999 xx 000 0 und d 0324300824 9780324300826 eng 658.82 R418 Bly, Robert W. The how to generate more leads and sales by offering your customers free white papers, special reports, booklets, and CDs Robert W. Bly New york,Mason, Ohio Thomson,American Marketing Association 2006 xv, 229 p. ill 24cm Included index Discover how white papers can create interest, generate leads, build relationships and drive sales. THE WHITE PAPER MARKETING HANDBOOK is the first of its kind, and offers the inside information from top companies on how to create effective white papers using a variety of media. Practical and loaded with illustrations from industry giants like IBM and Home Depot, THE WHITE PAPER MARKETING HANDBOOK also shows you how white papers fit into successful Integrated Marketing Communications efforts. Get on the cutting-edge of marketing using white papers with THE WHITE PAPER MARKETING HANDBOOK Market segmentation; Communication in marketing; Advertising Robert W. Bly Trung tâm Học liệu Trường Đại học Trà Vinh