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MasterMinding the Store: Advertising, Sales Promotion and the New Marketing Reality
By Don Ziccardi

The head of a leading New York retail ad agency shares his secrets for effective marketing and advertising This book shows retailers how to develop a marketing plan that profiles their optimum store customer. Ziccardi tells readers how to develop a unique message or image and to promote that image through both traditional and non-traditional advertising media, including billboards, print ads, cable and the Internet. Offers techniques for identifying the best customers, analyzing their buying habits, and drawing them into stores Packed with real-life anecdotes and examples of successful campaigns DONALD ZICCARDI (New York, New York) is CEO of Ziccardi & Partners, Inc. His clients include Ellen Tracy, Izod Lacoste, Trump Regency Hotel, Random House, and Citibank. DAVID MOIN (New York, New York) is Senior Editor and Associate Publisher of Women's Wear Daily.
Table of Contents

MASTERMINDING THE STORE. Getting Started. Positioning the Company. Know Your Consumer and Competitor Before Writing the Game Plan. The Marketing Plan. ADVERTISING, SALES PROMOTION, AND THE NEW MARKETING REALITY. Creating and Developing the Brand Image. Formulating the Creative. Media Planning. Creative Adaptation for the Media. Sales Promotion. The Merchandising Arena: Point of Purchase and Personal Selling. Public Relations: The Art of the Spin. Doing It By the Numbers: Budgeting, Timetables, and Measuring Results. Conclusion. References. Index.

Hardback 1997, 310pages, excellent condition
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