Includes bibliographical references (pages 263-265)
Note
"Increase market share & profitability by skyrocketing your effective share of voice without increasing your ad budget"--T.p.
Contents
Table of contents -- Find a way to win -- Caveat emptor: let the media buyer beware -- Understanding media math -- Media concepts & terminology -- Marketing planning for small business -- Geography: your primary marketing area -- Who is the target audience? -- Integrated marketing communciations -- Media analysis & selection -- Internet strategies for small business -- Creative media ideas -- Guerilla media buying -- Setting a budget to grow by -- Hello, Goliath! -- Appendix -- Bibliography.
