MARC Record from marc_columbia

LEADER: 04677cam a2200733Ia 4500
001 14705683
005 20210607115853.0
006 m o d
007 cr cnu---unuuu
008 050829s2005 enka o 001 0 eng d
035 $a(OCoLC)ocm61372262
035 $a(NNC)14705683
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016 7 $a013028416$2Uk
019 $a259485107$a441789615$a474959445$a647497575$a984849066$a1086544213
020 $a1423722736$q(electronic bk.)
020 $a9781423722731$q(electronic bk.)
020 $a0080476848$q(electronic bk.)
020 $a9780080476841$q(electronic bk.)
020 $a9780750663175
020 $a0750663170
020 $a9781136414398$q(e-book ;$qPDF)
020 $a1136414398$q(e-book ;$qPDF)
020 $a9781136414343$q(e-book ;$qMobi)
020 $a1136414347$q(e-book ;$qMobi)
020 $a9781136414381$q(e-book ;$qePub)
020 $a113641438X$q(e-book ;$qePub)
020 $z9781138150584$q(hardback)
020 $z1138150584$q(hardback)
035 $a(OCoLC)61372262$z(OCoLC)259485107$z(OCoLC)441789615$z(OCoLC)474959445$z(OCoLC)647497575$z(OCoLC)984849066$z(OCoLC)1086544213
037 $a104012:104033$bElsevier Science & Technology$nhttp://www.sciencedirect.com
050 4 $aHF5415.1265$b.M55 2005eb
072 7 $aBUS$x011000$2bisacsh
082 04 $a808.066658872$222
049 $aZCUA
100 1 $aMill, David.
245 10 $aContent is king :$bwriting and editing online /$cDavid Mill.
260 $aOxford :$bElsevier Butterworth-Heinemann,$c2005.
300 $a1 online resource (xv, 211 pages) :$billustrations
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
490 1 $aEmarketing essentials
500 $aIncludes index.
588 0 $aPrint version record.
505 0 $aCover -- Table of Contents -- Preface -- Acknowledgements -- Introduction -- Content is Still King -- 1 Copywriting for Online Versus Offline -- 2 The Fundamentals -- 3 Sub-editing -- Tuning Your Copy -- 4 Website Content Planning -- 5 Writing for Websites -- 6 Writing for Email -- 7 Writing for Search Engines -- 8 Writing for Ads -- 9 Online Writing -- the Variety Show -- 10 Conclusions -- Checklists -- Index -- Last Page.
520 $aA growing number of information providers are now online, and as a result being able to produce copy that is suitable for an online readership is of increasing importance. In this text the basic principles of copywriting are covered, along with more specific guidance on writing for online sources. The differences between writing for online and offline are highlighted to enable the reader to distinguish between the two and consequently write the best form of copy for the end source. Different sources of online content require different approaches, and therefore the author takes a structured approach, taking each of these channels in turn, for example writing for web sites, writing for email, ezines and newsletters, writing for search engines, and writing for online ads. By approaching each topic individually, specific guidance is provided enabling the reader to be properly equipped with the tools required to write the most appropriate copy for the task in hand. * Helps its readers to write, edit and publish more effective content for the online readership * Addresses B2B issues as well as B2C - this area is often neglected * Set out in a clearly structured style to enable readers to scan the material therefore making the content easily accessible.
650 0 $aInternet marketing.
650 0 $aWeb sites$xDesign.
650 0 $aTelemarketing.
650 6 $aTélémarketing$xArt d'écrire.
650 7 $aBUSINESS & ECONOMICS$xBusiness Writing.$2bisacsh
650 7 $aWeb sites$xDesign.$2fast$0(OCoLC)fst01173252
650 7 $aTelemarketing.$2fast$0(OCoLC)fst01146200
650 7 $aInternet marketing.$2fast$0(OCoLC)fst00977272
650 7 $aTelemarketing$xAuthorship.$2fast$0(OCoLC)fst01146201
650 7 $aSchrijfvaardigheid.$2gtt
650 7 $aElektronisch publiceren.$2gtt
655 0 $aElectronic books.
655 4 $aElectronic books.
776 08 $iPrint version:$aMill, David.$tContent is king.$dOxford : Elsevier Butterworth-Heinemann, 2005$z0750663170$w(OCoLC)56913126
830 0 $aEmarketing essentials.
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio14705683$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS