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Technical Marketing Communication: A Guide to Writing, Design, and Delivery by Emil B. Towner

Technical Marketing Communication: A Guide to Writing, Design, and Delivery

by Emil B. Towner
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Book cover type: Paperback
  • ISBN13: 9781631572661
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Business Expert Press
  • Publisher Imprint: Business Expert Press
  • Publication Date:
  • Pages: 160
  • Original Price: USD 21.99
  • Language: English
  • Edition: N/A
  • Item Weight: 214 grams
  • BISAC Subject(s): Business Communication / General

Toothpaste . . . disposable razors . . . security systems . . . farm equipment. Those products have one thing in comÂmon. Their marketing messages emphasize technical features to drive sales. This book not only explains how technical product marketing is unique, but also how to write and design promotional materials using: The Òbenefit of the benefitÓ to tell a marketing story; 3 ÒAsÓ every headline must achieve; 5 call-to-action options; Focal and emotional integration; Grids to design effective layouts; Icons, indexes, and symbols for images; And much more! After reading this book, you'll be prepared for every asÂpect of technical marketing-whether you want to oversee marketing creatives or earn extra money as a freelancer.

Everett, Heidi L.: - Heidi L. Everett has more than 20 years leading on-site and virtual teams in marketing and communications. In addition, she has been teaching advanced courses in business communications, analytical writing and civic writing. Heidi is co-author of a Wall Street Journal bestseller as well as the author of several articles that have appeared in research and trade journals and business magazines. She has a PhD in technical communication from Texas Tech University.

Towner, Emil B.: - Emil Towner is an assistant professor of business communication in the Herberger Business School at St. Cloud State University. Prior to his academic career, he spent 19 years in marketing and communications--including serving as vice president of content, overseeing social media, e-marketing, and web communication. In addition, he earned his PhD in technical communication from Texas Tech University and has written articles for numerous journals and books, including Business and Professional Communication Quarterly, Communication Yearbook, Rhetoric Review, and Technical Communication Quarterly.

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