Tabla de Contenidos: “…Intro -- Copywriting, 2nd edition -- Contents -- Preface -- Introduction -- Chapter 1: Getting to grips with copywriting -- Chapter 2: The art of writing great copy -- Chapter 3: Writing for brand and marketing -- Interview: John Simmons, The Writer -- Interview: Steve Manning, Igor International -- Case Study: Serious Waste Management -- Case Study: Olive Media Products -- Chapter 4: Writing for advertising and direct marketing -- Interview: Diane Ruggie, DDB -- Interview: Will Awdry, Ogilvy -- Case Study: Amnesty International -- Case Study: MemoMind Pharma -- Chapter 5: Writing for retailing and products -- Interview: Meredith Matthews, Half Price Books -- Interview: Dan Germain, Innocent Drinks -- Case Study: Method Home Products -- Case Study: Pret A Manger -- Chapter 6: Writing for company magazines, newsletters, and internal communications -- Interview: Conan Kisor, American Medical Association -- Interview: Sarah McCartney, Lush Times -- Case Study: Land Rover Onelife -- Case Study: Kodak One Magazine -- Chapter 7: Writing for catalogs -- Interview: Vincent Stanley, Patagonia -- Interview: Kate Tetlow, Jupiter Design -- Interview: Sunita Yeomans, Creative Director, argos.co.uk -- Case Study: The Territory Ahead -- Chapter 8: Writing for the digital environment -- Interview: Mark Santus, Romeo Empire Design -- Interview: Catherine Toole, Sticky Content -- Case Study: Broad Stripe Butchers -- Case Study: Daily Candy -- Case Study: Creative Review Blog -- Glossary -- Further reading -- Index -- Picture credits -- Acknowledgments -- Cover…”