000			03007pam a22003614a 4500
001			5585723
003			OSt
005			20161119132118.0
008			050804s2006 ohua b 001 0 eng
010			_a 2005021939
020			_a0324300824 (alk. paper)
035			_a(OCoLC)OCM61229647
035			_a(NNC)5585723
040			_aDLC _cThe Mico University College _dYDX _dBAKER _dC#P _dOrLoB-B
042			_apcc
050	0	0	_aHF5415.123 _b.B585 2006
082	0	0	_a658.82 BLY _222
245	1	4	_aThe white paper marketing handbook : _bhow to generate more leads and sales with white papers, special reports, booklets, and CDs / _cRobert W. Bly.
260			_aMason, Ohio : _bThomson, _cc2006.
300			_axv, 229 p. : _bill. ; _c24 cm.
504			_aIncludes bibliographical references (p. 214-219) and index.
505	0	0	_gCh. 1. _tThe "edu-marketing" revolution -- _gCh. 2. _tWhat makes for an effective bait piece? -- _gCh. 3. _tYour white paper marketing plan -- _gCh. 4. _tCreating white paper content -- _gCh. 5. _tWriting your bait piece -- _gCh. 6. _tGraphics and production -- _gCh. 7. _tWhite paper alternatives -- _gCh. 8. _tUsing direct mail, ads, and other lead-generating communications -- _gCh. 9. _tEdu-marketing online -- _gCh. 10. _tMeasuring and improving your results -- _tCase study : Fortune Magazine and multiple premiums -- _tCase study : Money's starter kit -- _tCase study : Steve McIntyre, the MFA group -- _tCase study : commercial property services -- _tCase study : Hewlett-Packard oscilloscopes -- _tCase study : Canon workstation -- _tCase study : Tektronix free bright ideas book -- _tCase study : the million-dollar pool builder -- _tCase study : ghostwriting articles for trade journals.
520	1		_a"After outlining the key characteristics of a white paper (or "bait piece"), the author gives a ten-step guide to building a successful white paper marketing plan. He then explains how to create content, including assembling a hire team, choosing the right writer, and writing compelling white papers and bait pieces. Then he discloses the secrets of successful graphics and production as well as the biggest and most costly mistakes and how to avoid them. The author goes on to cover all of the different white paper forms and media - from tip sheets to manuals, audiotapes, CDs, newsletters, case studies, and from ads and lead generators (such as direct mail and infomercials) to online marketing media (such as webinars and blogs). He closes with tips on how to measure and improve your results. The book is loaded with case studies and has appendices devoted to white paper marketing resources and sample documents."--BOOK JACKET.
650		0	_aCommunication in marketing.
650		0	_aMarket segmentation.
650		0	_aAdvertising.
650		0	_aSelling.
856	4	1	_3Table of contents _uhttp://www.loc.gov/catdir/toc/ecip0517/2005021939.html
900			_bTOC
942			_2ddc _cBK
948	1		_a20060330 _bc _cas2107 _dMPS
999			_c21217 _d20953