ABSTRACT

First Published in 1994. Routledge is an imprint of Taylor & Francis, an informa company.

chapter |2 pages

The marketing context

chapter |1 pages

Recent change: the industrial parallel

chapter |4 pages

The advent of promotion

chapter |9 pages

The culture gap

chapter |1 pages

Running in-house promotional services

chapter 2|12 pages

Corporate identity

chapter 3|5 pages

Advertising

Lawyers’ advertising to date

chapter |1 pages

LEGAL HELP WITH RUNNING YOUR BUSINESS

EAL & INSTON

chapter |1 pages

SEAL & W

chapter |6 pages

Think client

chapter |5 pages

Selectivity

chapter |2 pages

IN SHORT

chapter |2 pages

Hints and tips

chapter 4|3 pages

Media relations

chapter |16 pages

The importance of journalists

chapter |5 pages

Summary

chapter 5|4 pages

Publications

chapter |6 pages

Getting started on a corporate brochure

chapter |4 pages

What size should it be?

chapter |6 pages

From concept to publication

chapter |3 pages

Choosing your paper stock

chapter |3 pages

Summary

chapter 6|1 pages

Speaking in public

chapter |15 pages

Tailor to time

chapter |2 pages

Summary

chapter 7|8 pages

Beauty parades and proposal documents

chapter |2 pages

Summary

chapter 8|1 pages

Crisis management

chapter |7 pages

Preparing people

chapter |2 pages

Summary

chapter 9|2 pages

Corporate hospitality and sponsorship

chapter |3 pages

The sponsorship route

chapter |1 pages

Other subjects

chapter |2 pages

Summary

chapter 10|8 pages

Database

chapter |2 pages

Summary

chapter 11|1 pages

Exhibitions

What is the point of exhibiting?

chapter |1 pages

How to choose the right exhibition

chapter |1 pages

Location

chapter |7 pages

Shell scheme – or space only?

chapter |1 pages

Summary

chapter |2 pages

Hints and tips

chapter 12|9 pages

Seminars

chapter |2 pages

How many will turn up?

chapter |5 pages

Preparing and giving presentations

chapter |1 pages

Summary

chapter |1 pages

Hints and tips

chapter 13|1 pages

Research

chapter |3 pages

What you already know

chapter |3 pages

When to research

chapter |1 pages

Summary

chapter 14|2 pages

Direct mail

chapter |1 pages

The obvious option

chapter |1 pages

Who to mail

chapter |2 pages

Summary

chapter 15|4 pages

Continuous promotion

chapter |2 pages

Research yourself

chapter |2 pages

Summary