precision communication for the digital age Theobald, Theo creator text Electronic books enk 2013 1st edition. monographic eng spa

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1 online resource Acknowledgements -- Introduction -- The digital landscape -- How did we get here? -- This is new media -- Lessons from the past -- What are we up against? -- Guiding principles -- All about stickiness -- How to get stickier -- Thoughts about blogging -- Understanding customers -- Building a brand to deliver better messages -- Segmenting an audience -- Developing relevance via marketing and sales -- The nuts and bolts of better writing -- Gathering content -- Developing the message -- How to write better copy -- How to edit existing copy -- Advanced technique -- Crossing boundaries and going global -- Expanding creative horizons -- Storytelling -- Revision, consolidation and the way forward. Theo Theobald. Business communication Online social networks HF5718 .T456 2013eb 659.14/4 9780749464875 2012026743 http://site.ebrary.com/lib/pucpr/docDetail.action?docID=10638813 http://site.ebrary.com/lib/pucpr/docDetail.action?docID=10638813 DLC 120719 20210610181259.0 313760 eng