Image
EAN-139780789749178   EAN-13 barcode 9780789749178
Product NameMarketing In The Round: How To Develop An Integrated Marketing Campaign In The Digital Era (Que Biz-Tech)
LanguageEnglish
CategoryBook / Magazine / Publication
Short DescriptionHeight:9.29 inches / Length:6.38 inches / Weight:0.97 pounds / Width:0.71 inches
Amazon.comA Buy on Amazon ~ 0789749173
SKUACOUK_BOOK_USEDVERYGOOD_0789749173
Price New25.94 US Dollars    (curriencies)
Price Used1.99 US Dollars    (curriencies)
Width0.79 inches    (convert)
Height9.3 inches    (convert)
Length6.3 inches    (convert)
Weight15.52 ounces    (convert)
AuthorGini Dietrich, Geoff Livingston
Page Count224
BindingHardcover
Published05/03/2012
Long DescriptionDrive more value from all your marketing and communications channels--together! Demolish your silos and sync all your messaging, strategies, and tactics (really!). Optimize every medium and platform, from iPad and Facebook to TV and direct. This book is a must-read for every senior marketing, communications, and PR decision-maker.

It’s not about social media. Or new (or old) media. It’s about results—and there’s only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. That’s how you choose the best platforms and messages for each customer. That’s how you make research and metrics work. That’s how you overcome today’s insane levels of complexity and clutter.

You’re thinking: Oh, that’s all I need to do? “Just” integrate my whole organization? Are you nuts? No. We’re not. It can be done. This book’s authors have done it. They’ve shown others how to do it. And now they’re going to show you. Step by step. Strategy. Tactics. Research. Metrics. Culture. Social. Mobile. Direct. Broadcast. Print. All of it. With you, the marketing/communications decision-maker, right at the center...right where you belong!

Even now, organizational silos prevent most companies from conversing coherently with customers, delivering the right targeted messages, and building real synergies across all their marketing and communications programs. Now, Gini Dietrich and Geoff Livingston show how to finally break down those silos, bridging traditional and newer disciplines to drive more value from all of them.

You’ll learn how to create a flexible marketing hub with integrated spokes including sales, PR, advertising, customer service, HR, social media, and the executive team. Then, you’ll learn how to use your hub to speak cohesively with each customer through the tools and platforms that deliver the best results at the lowest cost. Dietrich and Livingston guide you through hands-on strategic planning, illustrating key points with real case studies and offering practical exercises for applying their principles. You’ll learn how to perform baseline analyses of media from iPad apps to radio, optimize resource allocation, change culture to overcome siloed behavior, use measurement to clear away obstacles, and gain more value from every marketing investment you make.

Pull it all together--finally!
How to successfully integrate your tactics, tools, messages, and teams
Better goals, better results: beyond “SMART” to “SMARTER”
Specific, measurable, attainable, relevant, time-bound, evaluate, and reevaluate
Better listening: stakeholders, customers, and research that works
How to make sure you hear what really matters
Four powerful ways to market in the round
When to go direct, come from above, use the groundswell, or execute flanking maneuvers

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Created11-20-2012 9:13:10pm
Modified09-11-2017 6:28:47pm
MD5fbe134d9889fdbb2bdc253b585fa8113
SHA256d71e543ead177014e13c3877b68c7cdb68e65f54c09833346eac82223d445d6e
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Article of interest

Barcodes are a graphical representation of information that can be easily read by machines. People read text easy enough but machines find this to be too complex so we use barcodes to simplify the process.

Barcodes can store numbers, letters and all the special characters. What can be stored in the barcode depends on which type of barcode is being used. But the basics of how a barcode works is the same regardless of what type of code it is, what information is stored in the barcode or what type of scanner is being used.

barcode scanIt all starts with the scan. The scanner, regardless of which type you are using, will examine the barcode image. The lines (or blocks in the case of 2D barcodes) will either reflect or absorb light. When we look at the barcode, we tend to see the dark stripes and think of those as the important parts. Those are the parts that absorb the light and the white parts reflect the light. So the scanners tend to see the barcodes in reverse of how we think of them. But the dark and light portions of the code on their own don't automatically become the information stored in the code. In most cases, it is the relative placement and size of each dark and light stripe (or block) that make up the information. There are also special markers that help the scanner know which direction the barcode is facing when it is scanned. This allows the scanning process to work even if the barcode is upside down when it is scanned. The scanner simply processes the scanned data in reverse in this case.

barcode oscolloscopeTaking a look at an oscolloscope screen as a scanner passes over barcode, you can see that the stripes reflect back light and the scanner registers the changes as high and low levels. So what looks like a simple image is really a rather complex set of layered encryption to store the data. The encryption isn't done to hide the information in this case. Instead it is done to make it easy for the machine to read the information. Since the base language of machines is binary (1 and 0) it is easy for them to read this type of information even if it takes several steps to turn this back into something that people can understand.

binaryThe size of each high and low are combined to make binary data. A series of 1 (one) and 0 (zero) values which are strung together then decoded into the actual information. Up to this point, the process is the same for all barcodes regardless of how they are stored. Getting the lines or dots into binary is the easy part for the machine. The next step is to make this binary code into something useful to people. That step depends on  which type of barcode is being scanned. Each type of barcode has its own encoding methode. Just like human languages, what seems to be two similar words (or barcodes in this case) could actually be two very different values even though they have the same basic letters (or bars).

So you can see that the scanning devices need to know not only how to turn the bars or dots into binary, but after they have done that they need to know how to turn that binary string into the original information. But regardless of the encoding process the basic steps are the same. Process the light and dark areas, convert them to binary, decode the binary, pass the information on to the receiving device which is normally a computer program of some sort.

Once the decoded data reaches the computer program, there is no telling how the information is to be used. The grocery store will use the information to keep track of the products you purchased as you go through the register. A manufacturer will use the code to identify where they are storing their parts. And shipping companies use the codes to keep track of the packages they are delivering.

Now that you know a little about the mechanical portion of the process, take some time to learn about the different types of barcode scanners and the different ways the information can be encoded into barcodes.

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