TY  - BOOK
AU  - Theobald,Theo
TI  - On Message: precision communication for the digital age
SN  - 9780749464875
AV  - HF5718 .T456 2013eb
U1  - 659.14/4 23
PY  - 2013///
CY  - London
PB  - Kogan Page Limited
KW  - Business communication
KW  - Local
KW  - Online social networks
KW  - Electronic books
KW  - local
N1  - 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
UR  - http://site.ebrary.com/lib/pucpr/docDetail.action?docID=10638813
ER  -