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CONTENTS
Vol 25 No. 5/6 I 2007 I MarketingMix
1
MarketingMix
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02
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Book Review
Marketing Mix 
reviews
Brands &Gaming 
by David Nichols, TomFarrand, Tom Rowley & Matt Avery,discussing the ways in whichmarketers could and should betaking advantage of the explosionin gaming
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04
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Ed’s note
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06
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The DMA
Education, the Assegai Awards andan update on the Privacy legislation
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08
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News
All the latest gossip in the wonderfulworld of the marketing mix
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15
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Expert Opinion:Helen McIntee
Investigates small town marketing
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16
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Brand Anatomy
Go Banking has relaunched its brandafter discovering all is not as itshould be
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18
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Expert Opinion:Richard Duncan
Richard looks at how if you putgarbage in, you get garbage out,with reference to research
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20
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Education
What to look for in short-courses andwhere to actually study
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24
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Sports media
Marketing Mix 
looks at sportssponsorship and how to get thebest deal
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34
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Direct to Home
Direct to Home is not unsolicited junk mail but a sophisticated andtargeted marketing medium
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40
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Expert Opinion:Nici Stathacopoulos
Nici brings us a report from theDubai Lynx Direct and Digital Awards
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41
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7 Day [B]itch
Margot Bertelsmann, editor of men’smags
Zoo Weekly/Weekliks 
, takes usthrough a frantic week
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42
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Expert Opinion:Gary Harwood
Gary says that if there’s an itch,scratch. He’s referring to brands andrelationships
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44
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Consent Marketing
Marketing Mix 
brings you areportback on the pending datalegislation that will affect marketing
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46
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ResearchThought Leaders
Four of our local research thoughtleaders offer their advice and opinionson a large range of topics from rearview mirrors and experiential to thechanging face of marketing
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54
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Expert Opinion:Yoav Tchelet
Yoav explains why online reallydoes work
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56
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Law Mix
Frank Joffe gets clarity on certaincritical areas of the Designs Act
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