000			01614cam a22003018i 4500
001			17393487
003			OSt
005			20141219104045.0
008			120719s2013 enk 000 0 eng
010			_a 2012026743
020			_a9780749464875
020			_z9780749464882 (ebook)
040			_aDLC _beng _cDLC _erda
042			_apcc
050	0	0	_aHF5718 _b.T456 2013
082	0	0	_a659.144 THE _223
100	1		_aTheobald, Theo, _d1957-
245	1	0	_aOn Message : _bPrecision Communication for the Digital Age / _cTheo Theobald.
250			_a1st edition.
263			_a1111
300			_apages cm
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.
906			_a0 _bvip _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc
999			_c256078 _d256078