An Analysis in Steve Cone’s “Steal These Ideas!”

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Essay #: 066913
Total text length is 12,736 characters (approximately 8.8 pages).

Excerpts from the Paper

The beginning:
An Analysis in Steve Cone's "Steal These Ideas!"
Introduction and Overview: the Book in Context
Steal These Ideas! By Steve Cone can be thought of as an introductory textbook to integrated marketing communications, which encompass all of the activities that a marketing organization—whether an advertising or marketing agency or a small or large company, via internal marketing communications—does to communicate the basic tenets of marketing: who they (the company) are as a brand; how they choose to communicate to the public who they are; and what it stands for in relationship to the companies that are in a similar cognitive set from the customers’ point of view.
It is clear, with any knowledge of marketing and the role of marketing...
The end:
.....keting, in fact, is a “battle for your mind” (Ries & Trout, 2000). Cone’s ideas will only help in that battle for mindspace.
References
AARP. (2010). AARP leadership profile: Steve Cone, Executive vice president of Integrated value and strategy. Website. Retrieved March 2, 2011 from http://www.aarp.org/about-aarp/executive-team/info-2010/steve-cone.html
Cone, S. (2005). Steal these ideas! New York: Bloomberg Press.
Kotler, P. & Lane, K. (2009). Marketing Management. New York: Pearson Prentice Hall.
Oglivy, D. (2004). Confessions of an Advertising Man. London: Southbank Publishing.
Oglivy, D. (1985). Oglivy on Advertising. New York: Vintage.
Ries, A & Trout, J. (2000). Positioning: The Battle for Your Mind. New York: McGraw-Hill.