000			01385cam a22002418i 4500
003			OSt
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008			240116b |||||||| |||| 00| 0 eng d
020			_a9780749464875
082	0	0	_a659.144 _223 _bTHE
100	1		_aTheobald, Theo, _d1957-
245	1	0	_aOn Message : _bPrecision Communication for the Digital Age / _cTheo Theobald.
250			_a1st edition.
264		1	_aLondon : _bKogan Page Limited, _c2013.
300			_a181p _c22cm.
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
505	0		_aAcknowledgements -- 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.
650		0	_aBusiness communication.
650		0	_aOnline social networks.
942			_2ddc _cBK
999			_c155665 _d155665