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The New Integrated Direct Marketing
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Book Synopsis The New Integrated Direct Marketing by : Mike Berry
Download or read book The New Integrated Direct Marketing written by Mike Berry and published by Gower Publishing, Ltd.. This book was released on 1998 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Direct Marketing by : William J. McDonald (Ph. D.)
Download or read book Direct Marketing written by William J. McDonald (Ph. D.) and published by Irwin Professional Publishing. This book was released on 1998 with total page 558 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Integrated Direct Marketing by : Ernan Roman
Download or read book Integrated Direct Marketing written by Ernan Roman and published by McGraw Hill Professional. This book was released on 1995 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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
Book Synopsis Integrated Direct Marketing by : Ernan Roman
Download or read book Integrated Direct Marketing written by Ernan Roman and published by McGraw-Hill Companies. This book was released on 1988 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: "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 :THOMAS R.. SMITH FLYNN (JAMES R.. EARNHEARDT, ADAM C.) Publisher : ISBN 13 :9781524943820 Total Pages : pages Book Rating :4.9/5 (438 download)
Book Synopsis Integrated Marketing Communication by : THOMAS R.. SMITH FLYNN (JAMES R.. EARNHEARDT, ADAM C.)
Download or read book Integrated Marketing Communication written by THOMAS R.. SMITH FLYNN (JAMES R.. EARNHEARDT, ADAM C.) and published by . This book was released on 2019-12-20 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Direct and Database Marketing by : Graeme McCorkell
Download or read book Direct and Database Marketing written by Graeme McCorkell and published by Kogan Page Publishers. This book was released on 1997 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Convergence Marketing by : Richard Rosen
Download or read book Convergence Marketing written by Richard Rosen and published by John Wiley & Sons. This book was released on 2009-03-16 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: Offering a common language, better processes, and a set of practical tools, Convergence Marketing is a real-world guide that successfully combines the best of brand and direct into something more powerful and effective than either can be on its own. Convergence marketing offers the kind of real-time accountability that positions marketing as a vital and effective component of leadership's overall business strategy. Convergence brings brand and direct together with respect to both disciplines, within the same silos. And it offers the necessary tools and processes that deliver better results. Our global market demands nothing less than this fully integrated approach. Convergence Marketing is the key to shifting marketing communications efforts from a cost-based to a profit-driven model and will have your CFO begging you to spend more money.
Book Synopsis Marketing in the Round by : Gini Dietrich
Download or read book Marketing in the Round written by Gini Dietrich and published by Que Publishing. This book was released on 2012-04-24 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drive more value from all your marketing and communications channels--together! Demolish your silos and sync all your messaging, strategies, and tactics (really!). Optimize every medium and platform, from iPad and Facebook to TV and direct. This book is a must-read for every senior marketing, communications, and PR decision-maker. It’s not about social media. Or new (or old) media. It’s about results—and there’s only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. That’s how you choose the best platforms and messages for each customer. That’s how you make research and metrics work. That’s how you overcome today’s insane levels of complexity and clutter. You’re thinking: Oh, that’s all I need to do? “Just” integrate my whole organization? Are you nuts? No. We’re not. It can be done. This book’s authors have done it. They’ve shown others how to do it. And now they’re going to show you. Step by step. Strategy. Tactics. Research. Metrics. Culture. Social. Mobile. Direct. Broadcast. Print. All of it. With you, the marketing/communications decision-maker, right at the center...right where you belong! Even now, organizational silos prevent most companies from conversing coherently with customers, delivering the right targeted messages, and building real synergies across all their marketing and communications programs. Now, Gini Dietrich and Geoff Livingston show how to finally break down those silos, bridging traditional and newer disciplines to drive more value from all of them. You’ll learn how to create a flexible marketing hub with integrated spokes including sales, PR, advertising, customer service, HR, social media, and the executive team. Then, you’ll learn how to use your hub to speak cohesively with each customer through the tools and platforms that deliver the best results at the lowest cost. Dietrich and Livingston guide you through hands-on strategic planning, illustrating key points with real case studies and offering practical exercises for applying their principles. You’ll learn how to perform baseline analyses of media from iPad apps to radio, optimize resource allocation, change culture to overcome siloed behavior, use measurement to clear away obstacles, and gain more value from every marketing investment you make. Pull it all together--finally! How to successfully integrate your tactics, tools, messages, and teams Better goals, better results: beyond “SMART” to “SMARTER” Specific, measurable, attainable, relevant, time-bound, evaluate, and reevaluate Better listening: stakeholders, customers, and research that works How to make sure you hear what really matters Four powerful ways to market in the round When to go direct, come from above, use the groundswell, or execute flanking maneuvers
Book Synopsis Profitable Direct Marketing by : Jim Kobs
Download or read book Profitable Direct Marketing written by Jim Kobs and published by McGraw-Hill Companies. This book was released on 1992 with total page 420 pages. Available in PDF, EPUB and Kindle. Book excerpt: Jim Kobs is a respected leader in the field of direct marketing, a strategic thinker, an effective teacher/lecturer, an award-winning creative thinker, a noted author and a good friend. Profitable Direct Marketing incorporates the wisdom of his years of experience and is an important addition to the library of every serious direct marketer. -- Jonah Gitlitz President Direct Marketing Association, Inc. This eagerly awaited new edition provides the know-how needed by every advertising, promotion and direct marketing manager who wants to succeed in the age of the individual. Highly recommended for both the basics and its advanced strategic insights. -- Stan Rapp Coauthor of MaxiMarketing Like Jim Kobs himself, his book is so wise, so clear, so well-organized, and so knowledgeable, I can't imagine a better place to get a broad grasp of the direct marketing of today and tomorrow. -- Thomas L. Collins Coauthor of MaxiMarketing Before you spend another dime to promote your product or service, you should read Jim Kobs' book to ensure that you are maximizing your investment. Getting the most out of direct marketing requires not only careful planning and execution, but rigorous analysis. Jim Kobs shows you how to do it, from start to finish. -- John Schlactenhaufen Vice President Sales &Marketing Dictaphone Corporation Jim Kobs covers it all . . . . Strategy, tactics, basic rules and advanced concepts are all addressed in what is becoming a must read for anyone using or contemplating a direct marketing program. -- Stephen E. Toman Executive Vice President Grolier, Inc. Finding this book is like finding your glasses . what seemed vague and obscure becomes clear. -- Susan J.McIntyre Direct Marketing Manager NIKE, Inc. This second edition updates, reinvigorates and adds fresh knowledge and insights to Jim Kobs' masterful work. -- Barrie M. Spelling Vice President, New Business Colgate-Palmolive Company Profitable Direct Marketing is a goldmine of information for immediate (and enjoyable) reading, and is an invaluable reference source for years to come. -- Richard S. Hodgson Author of Direct Mail and Mail Order Handbook
Book Synopsis Direct Marketing by : William J. McDonald
Download or read book Direct Marketing written by William J. McDonald and published by . This book was released on 1998 with total page 532 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis International Direct Marketing by : Manfred Krafft
Download or read book International Direct Marketing written by Manfred Krafft and published by Springer Science & Business Media. This book was released on 2007-10-14 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Reinventing Interactive and Direct Marketing: Leading Experts Show How to Maximize Digital ROI with iDirect and iBranding Imperatives by : Stan Rapp
Download or read book Reinventing Interactive and Direct Marketing: Leading Experts Show How to Maximize Digital ROI with iDirect and iBranding Imperatives written by Stan Rapp and published by McGraw Hill Professional. This book was released on 2009-11-06 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: Attract New Customers and Exceed Revenue Goals with iDirect Marketing! “A simple concept ties this incredibly useful book together. Every marketer now is an iDirect marketer. You ignore this concept, and this book, at your own peril.” Al Ries, author of War in the Boardroom “How do you get your brand heard, trusted, and remembered? The answer is in the confluence of digital and direct to form a torrent of minimal cost/maximal result opportunities. Rapp’s vision of an iDirect future and the insights of the book’s contributors put marketing supremacy in your grasp.” Tim Suther, SVP, Acxiom Global Multichannel Marketing Services “The internet brings about the reinvention of everything. Now it is marketing’s turn. Rapp compiles the best thinking on a future with low-cost and no-cost connections between products and consumers. Essential reading for marketers.” Chris Anderson, author of The Long Tail “Direct marketing is interactive, and interactive marketing is direct. With an ‘iDirect’ mindset, digital platforms and innovative analytics impact the data-driven, online, offline, lead-generating, customer-retaining, multichannel direct marketing process. Rapp’s vision for reinventing marketing is a wake-up call for CMOs to think and act differently in a profoundly changed world.” John Greco, President and CEO, Direct Marketing Association “It’s increasingly important to rely on an agency for accountable iDirect solutions. The advertising agency of the future must be adept at reinventing yesterday’s interactive, direct and branding. Rapp’s cohort of experts show the way in this book.” Michael McCathren, Chick-fil-A Conversation Catalyst About the Book Reinventing Interactive and Direct Marketing focuses on how to benefit from a fundamental truth about marketing in the digital era. Interactive Marketing is direct. Direct Marketing is interactive. What has been seen mistakenly as separate disciplines actually are one and the same. Every marketer now is an interactive direct marketer. To help you profit from this new reality, Stan Rapp introduces a new paradigm—iDirect—the 21st-century growth engine at the intersection of digital technologies and direct marketing practices. The gap between what you once took for granted and the iDirect Marketing future is so vast that a team of thought leaders is needed to deal with it. No one person has all the answers. In this book, Rapp brings together marketing luminaries with a variety of perspectives that will open your eyes to astonishing, new opportunities. It contains surprising insights from the top minds in direct marketing, including: John Greco, President of the Direct Marketing Association: How to Market Directly or Be Left Behind Professor Don Shultz, PhD, Northwestern University: Media Allocation for a Mass Networking Landscape Lucas Donat, President, Donat/Wald: ROIpositive Advertising via TV and Print for the iDirect Marketer Mike Caccavale, Founder and CEO, Pluris Marketing: Instant Delivery of Thousands of Individualized Messages Michael Becker, VP Mobile Strategies, iLoop Mobile: Hold the Consumer in the Palm of Your Hand with Mobile Melissa Read, PhD, Vice President of Research and Innovation, Engauge: The Psychology of Motivating Desired Behavior On- and Offline Tim Suther, Acxiom SVP Global Multichannel Marketing Services: Releasing the Full Power of iDirect Fundamentals
Book Synopsis Integrated Marketing Communication by : Robyn Blakeman
Download or read book Integrated Marketing Communication written by Robyn Blakeman and published by Rowman & Littlefield. This book was released on 2018-02-01 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.
Book Synopsis A comparison of the main Direct Marketing Media and their future prospects in the age of the new millennium by : Roman Keilhacker
Download or read book A comparison of the main Direct Marketing Media and their future prospects in the age of the new millennium written by Roman Keilhacker and published by diplom.de. This book was released on 2000-06-09 with total page 87 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Abstract: This liberal translation of the famous Victor Hugo quote applies to direct marketing as it exists today. Only 20 years ago, direct marketing was considered a speciality employed by book publishers, record clubs or magazine publishers seeking subscriptions. Meanwhile direct marketing has become a marketing tool utilised by more than half the U.S. Fortune 500 companies. Realising the growing importance of direct marketing in addition to traditional advertising, major advertising agencies such as Young & Rubican (Y&R) and Doyle Dane Bernbach (DDB) purchased the most famous specialised agencies in this field and worked with them to bring both general and direct marketing clients the combined expertise of both disciplines. Due to direct marketing s success it is now the basis for various subdisciplines. Database marketing, relationship marketing, one-to-one marketing, integrated marketing, and others all offer interesting extensions and variations of direct marketing s basic techniques. More and more companies, in Europe and the United States, are using direct marketing as one part of their overall marketing mix. But even with enormous advances in analytical and computer capabilities, many direct marketing attempts fail to achieve their potential or, worse, fail to work at all due to a misunderstanding of their advantages and disadvantages. Therefore the aim of this thesis will be to examine the characteristics of direct mail, outbound telemarketing and online direct marketing, and to explore their specific advantages & disadvantages in order to enable their effective utilisation in todays' business world. At the beginning of this thesis direct marketing s evolution and development over time will be analysed. The thesis continues with a description of these three direct marketing media and an evaluation of their respective advantages and disadvantages under the headings of communication, privacy, design and media. These four categories have been chosen, because they are the most important elements for the future of successful direct marketing. After analysing the current situation the future prospects of the three direct marketing media will be demonstrated by examining how their various characteristics fit into the future. Finally a case study was conducted to determine to which degree the analysed arguments were applicable. This is examined in the case of Roba Baumann GmbH, a wholesaler which produces children s [...]
Book Synopsis Direct Marketing in Action by : Andrew R. Thomas
Download or read book Direct Marketing in Action written by Andrew R. Thomas and published by Bloomsbury Publishing USA. This book was released on 2006-11-30 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a marketplace increasingly defined by customer categories with high expectations for service, quality, and responsiveness, companies are discovering that traditional mass marketing approaches are giving way to more targeted approaches that communicate directly with their customers. But to many consumers, direct marketing has a bad reputation, associated with intrusive door-to-door salesmen, dinnertime phone solicitations, junk mail, and, most recently, e-mail spam. In Direct Marketing in Action, a team of experts in the field dispels common myths and misconceptions about direct marketing and showcases the most current practices, principles, and techniques. The authors cover the full range of issues that must be considered in developing an effective direct marketing strategy, including competitive analysis, information and data management, media and channel selection, building brand loyalty, and measuring the results of campaigns. Bridging the gap between research and practice, clearly defining terms and concepts, and featuring numerous examples, Direct Marketing in Action will serve as an essential handbook for marketers and a comprehensive overview for students, teachers, and researchers. From the dentist who sends check-up reminders to his patients to the hotel chain that customizes room amenities based on their guests' profiles, direct marketing is infused with the idea that the best allocation of our marketing dollar is one that focuses on and communicates with our particular micro market—and reinforces the distinctive benefits that we provide to those customers. In Direct Marketing in Action the authors cover the full range of issues that must be considered in developing an effective direct marketing strategy, including competitive analysis, information and data management, media and channel selection, building brand loyalty, and measuring the results of campaigns. Bridging the gap between research and practice, clearly defining terms and concepts, featuring numerous examples, and presented in a format that can be read cover-to-cover or in modular fashion, Direct Marketing in Action will serve as an essential handbook for marketers and a comprehensive overview for students, teachers, and researchers.
Book Synopsis Integrated Marketing Communications by : Philip J. Kitchen
Download or read book Integrated Marketing Communications written by Philip J. Kitchen and published by Psychology Press. This book was released on 2004 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Successful Direct Marketing Methods by : Bob Stone
Download or read book Successful Direct Marketing Methods written by Bob Stone and published by N T C Business Books. This book was released on 1994 with total page 680 pages. Available in PDF, EPUB and Kindle. Book excerpt: This newly revised and expanded edition of direct marketing's classic work takes the reader step-by-step through the entire direct marketing process - from the why's and how's of successful creative to the business side of profitable direct marketing to the new world of interactive media and relational databases. All media are covered, including the traditional areas of print, broadcast, co-op, and telemarketing, as well as the new electronic and interactive media.
