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Author: Ernan Roman
Publisher: McGraw Hill Professional
ISBN: 9780844233499
Category : Business & Economics
Languages : en
Pages : 248
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Book Description
The days of dominance by a single advertising medium--TV for the image-building and direct mail for the direct marketer--are over. Ernan Roman's seminal vision of media integration offers a clear path to new heights of marketing effectiveness. -- Stan Rapp Chairman, Cross Rapp Associates Author of
Author: Ernan Roman
Publisher: McGraw Hill Professional
ISBN: 9780844233499
Category : Business & Economics
Languages : en
Pages : 248
Get Book Here
Book Description
The days of dominance by a single advertising medium--TV for the image-building and direct mail for the direct marketer--are over. Ernan Roman's seminal vision of media integration offers a clear path to new heights of marketing effectiveness. -- Stan Rapp Chairman, Cross Rapp Associates Author of
Author: Mike Berry
Publisher: Gower Publishing, Ltd.
ISBN: 9780566079603
Category : Business & Economics
Languages : en
Pages : 268
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Book Description
The author makes the case for direct marketing progressively dominating all marketing communications, not in terms of execution, but in attitude of mind and overall strategic viewpoint.
Author: Ernan Roman
Publisher: McGraw-Hill Companies
ISBN:
Category : Business & Economics
Languages : en
Pages : 280
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Book Description
"The days of dominance by a single advertising medium--TV for the image-building and direct mail for the direct marketer--are over. Ernan Roman's seminal vision of media integration offers a clear path to new heights of marketing effectiveness." -- Stan Rapp Chairman, Cross Rapp Associates Author of Maximarketing and Beyond Maximarketing "The integrated direct marketing process reminds us to contact customers and prospects on their terms, not ours. Customers want to be treated like individuals, not averages. Ernan Roman helps us realize that, with the right data, customer relationships can still be one-to-one without being face-to-face." -- J. Michael Lawrie U.S. Vice President and Area General Manager IBM Corporation "Ernan Roman, in this new volume, confronts the extraordinary changes in database technologies that are shaping the communications of tomorrow. A valuable resource for all marketers aiming for the highest return on their marketing investment." -- Jonah Gitlitz President, Direct Marketing Association "An important how-to book for any marketer serious about rationalizing the marketing communications budget and improving ROI." -- Don Pepper Co-author of The One to One Future: Building Relationships One Customer at a Time "The essential bootstrapper's guide to high-impact marketing. . . . If you're running an entrepreneurial company, buy this book, read it, make your management team read it, and begin implementing the ideas today." -- George Gendron Editor-in-Chief Inc. magazine
Author: William J. McDonald (Ph. D.)
Publisher: Irwin Professional Publishing
ISBN:
Category : Business & Economics
Languages : en
Pages : 558
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Book Description
This text and disk aim to provide comprehensive coverage of direct marketing practice and techniques, exploring marketing strategy and marketing management. Ten case studies are included.
Author: Manfred Krafft
Publisher: Springer Science & Business Media
ISBN: 3540396322
Category : Business & Economics
Languages : en
Pages : 339
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Book Description
This book is the first to focus exclusively on International direct marketing (IDM), integrating state-of-the-art knowledge, best practice and unique data. The first part is a comprehensive, well-structured review, covering all relevant sources from academic journals to practitioner magazines. The second part consists of best practice examples on various aspects of IDM. The third part contains a summary of a proprietary consumer study on direct marketing attitudes and affinities across 24 countries worldwide, accompanied by country-specific fact sheets for IDM campaigns.
Author: THOMAS R.. SMITH FLYNN (JAMES R.. EARNHEARDT, ADAM C.)
Publisher:
ISBN: 9781524943820
Category :
Languages : en
Pages :
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Book Description
Author: Bob Stone
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 364
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Book Description
Author: Susan K. Jones
Publisher: N T C Business Books
ISBN:
Category : Business & Economics
Languages : en
Pages : 520
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Book Description
This book contains all the insights and hand s-on tools necessary to create and execute packages that att ract the right customers, turn leads into buyers and convert one-time sales into long term customers. '
Author: Graeme McCorkell
Publisher: Kogan Page Publishers
ISBN: 9780749419608
Category : Database marketing
Languages : en
Pages : 320
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Book Description
Through examples and case studies, this book demonstrates how to adopt the methods, technology and techniques pioneered in direct marketing and apply them in the broader context of integrated marketing.
Author: Philip J. Kitchen
Publisher: Psychology Press
ISBN: 9780415314206
Category : Business & Economics
Languages : en
Pages : 216
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Book Description
This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together. Setting the scene in which IMC has emerged, the authors explain each component of the promotional mix and go on to explain the process of functional integration. The text includes key case studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work. Including an additional Study Guide at the back, this book will be a valuable resource for students of marketing and marketing communications.
