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The most helpful blAnd of theory and nuts-and-bolts practice I've seen. ?William E. Cameron, director, Philadelphia YMCA Management Resource Center Brings together in one volume the best concepts and methods to attract and satisfy customers, communicate an organization's message distinctly and effectively, and solve membership and program enrollment and retention problems. Focusing on how to get more customers, consumers, and volunteers, Herron shows how to evaluate the effectiveness of promotion efforts, and weighs the comparative advantages of various advertising and promotion media. A 15-point checklist for developing marketing strategy spells out the essential steps for finer marketing performance.
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