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Direct And Interactive Marketing
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Book Synopsis Direct and Interactive Marketing: New Techniques for Fundraising Success by : Adrian Sargeant
Download or read book Direct and Interactive Marketing: New Techniques for Fundraising Success written by Adrian Sargeant and published by Jossey-Bass. This book was released on 2002-08-14 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Direct and interactive marketing generates around 15% of the voluntary income for U.S.-based nonprofits. Yet despite its significance, this form of fundraising is often overshadowed by the emphasis on major donor gifts. This special issue discusses varied aspects of direct and interactive marketing, its role in generating and building donor relationships, the impact of data protection legislation in Europe and the US, fundraising trends since September 11, and "face-to-face" marketing, an emerging new fundraising medium that successfully attracts a new generation of charity donors. With a focus on strategies in Internet fundraising, and the lessons learned so far, this issue is also an excellent guide to nonprofits investing in technology or expanding their online presence.
Book Synopsis The Definitive Guide to Direct and Interactive Marketing by : Merlin Stone
Download or read book The Definitive Guide to Direct and Interactive Marketing written by Merlin Stone and published by Pearson Education. This book was released on 2003 with total page 424 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bad direct marketing, also known as junk mail, is a waste of money and it annoys nearly everybody. Good direct marketing on the other hand is the best and most cost-effective way of targeting, winning and retaining new customers. This volume shows how to be discerning.
Book Synopsis Direct, Digital & Data-Driven Marketing by : Lisa Spiller
Download or read book Direct, Digital & Data-Driven Marketing written by Lisa Spiller and published by SAGE. This book was released on 2020-01-09 with total page 969 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this latest edition of her classic text, Lisa Spiller takes an insightful, in-depth look at contemporary marketing concepts, tactics, and techniques and the dynamic innovations that continue to drive and shape this multi-faceted, multi-dimensional field. Direct, Digital, and Data-Driven Marketing recognizes the growth of the various digital formats as the newest interactive channels for conducting modern marketing. But it does not overlook the traditional principles of direct marketing still relevant today. This book examines the field both as it once was and as it is evolving. With plenty of learning features online resources, the Fifth Edition provides an engaging journey, which will leave any marketing student with a thorough knowledge of how all kinds of businesses manage regular communication with their customer base and target demographic.
Book Synopsis Contemporary Direct & Interactive Marketing, 2/E by : Spiller Lisa
Download or read book Contemporary Direct & Interactive Marketing, 2/E written by Spiller Lisa and published by Pearson Education India. This book was released on 2010-09 with total page 508 pages. Available in PDF, EPUB and Kindle. Book excerpt:
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 Contemporary Direct and Interactive Marketing by : Lisa D. Spiller
Download or read book Contemporary Direct and Interactive Marketing written by Lisa D. Spiller and published by . This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Direct marketing has always been accountable and measurable, and now with the various digital media formats and computer technology, it is more interactive and precise than ever before. This third edition builds on the traditional foundations of direct marketing that are still applicable today, and it extends into the future where continuous digital innovations are transforming the marketing landscape. The new media of yesterday have become mainstream media today. We cannot begin to envision what changes are ahead. But one thing is certain: traditional direct and interactive marketing principles will still apply. This edition builds on these traditional foundations, captures the new media and methods, and explores the future innovations of direct and interactive marketing.
Book Synopsis Interactive Marketing by : Edward Forrest
Download or read book Interactive Marketing written by Edward Forrest and published by Contemporary Books. This book was released on 1996 with total page 424 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing strategies and tactics; Media tactics and techniques in the interactive age; Data collection and analysis and research strategies.
Download or read book Leaning Forward written by Josh Linkner and published by Dog Ear Publishing. This book was released on 2007-11 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Josh Linkner, CEO of ePrize, is a tremendous business leader who has established a successful and sustainable company, as well as a culture that nurtures employees to help them maximize their potential." - Jennifer M. Granholm, Governor, State of Michigan "Leaning Forward is a deep and highly aware look into the future of interactive marketing. A must-read for anybody who plans to compete and win in the brain age." - Dan Gilbert, Chairman and Founder, Quicken Loans and Majority Owner, Cleveland Cavaliers "Josh has given you reason to fear the programmed nature of obsolescence but more importantly his deep consumer knowledge will give you hope This book will never be obsolete " - David Sable, Vice Chairman/Chief Operating Officer, Wunderman (largest direct marketing company in the world) Leaning Forward takes a penetrating look at the future of Interactive marketing. Major brands throughout the world have embraced the 'Digital Revolution', and have fundamentally changed the way they interact with their consumers. As a marketer, you will learn what you need to know to stay ahead of the curve and compete in this dramatically changed landscape. Renowned entrepreneur Josh Linkner shows you real world examples of what the best marketers are doing today and where the trends are heading. You'll learn how the most savvy marketers: . Establish and nurture direct, one-to-one relationships . Motivate specific consumer behavior . Get marketing messages heard above the non-stop "noise" . Combine brand immersive experiences with proven direct-marketing techniques . Generate "hand-raisers" . Increase relevancy, response-rates, and overall performance . Drive immediate and measurable results By examining the major sea of change that has happened over the last ten years, Linkner shares best practices, trends, and helps readers avoid common pitfalls. A must-read for today's marketing professional, business owner, or aspiring entrepreneur. Josh Linkner --Founder and CEO, ePrize As a pioneer in interactive marketing and promotions, Josh has been involved in the development of thousands of digital marketing strategies over the last 14 years. As the founder and CEO of ePrize, he has led the firm from inception to being ranked the #1 fastest growing and #3 overall promotion agency by PROMO Magazine. ePrize has produced an industry-leading 4,000 interactive promotions for clients including Coca-Cola, American Express, The Gap, Procter & Gamble, Warner Bros. Dell, adidas, Citibank and General Motors. Josh has been featured in the Wall Street Journal, Fast Company, AdAge, Inc. magazine, Entrepreneur, and Adweek, and is a regular keynote speaker at industry events and conferences. Josh has won several business, technology, and design awards. He is also an accomplished and well-respected Jazz musician from which he draws the same passion and excitement toward business, and creating a culture of innovation, discipline, and creativity.
Book Synopsis Direct and Interactive Marketing by : Adrian Sargeant
Download or read book Direct and Interactive Marketing written by Adrian Sargeant and published by Oxford University Press on Demand. This book was released on 2001 with total page 460 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook offers a comprehensive review of the principles of direct, database, and interactive marketing. The book begins with an introduction to the discipline and goes on to explore each of the major subject areas that would be of relevance in the construction of a direct marketing plan: Testing and Research Analytical Techniques Customer Acquisition Understanding Buying Building a Customer Database Customer Loyalty Communications Strategy Communications BriefingDirect Marketing Agencies Budgeting Media Planning Electronic Channels Print, Production, and Fulfilment The Future of Direct Marketing The text offers a rich blend of theory and examples from professional practice. These examples are drawn from some of the most successful direct marketing undertaken on both sides of the Atlantic. The book includes a series of longer case studies, designed to form the basis of classwork and discussion at both undergraduate and postgraduate level. Each case is written with a decision focus and designed to allow students to draw on course material to allow them to analyse the available data and generate a range of alternative solutions. The book also includes the most up-to-date review of web marketing currently available in textbook form and a consideration of new media such as interactive and digital television.
Book Synopsis Direct and Digital Marketing in Practice by : Brian Thomas
Download or read book Direct and Digital Marketing in Practice written by Brian Thomas and published by Bloomsbury Publishing. This book was released on 2017-06-29 with total page 531 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essential reading for those needing to get to grips with the latest and most powerful techniques available to skilled marketers. Direct and Digital Marketing in Practice is the essential manual for all managers, marketers and students. Incisive and thorough, the text has been fully updated to reflect the continuing impact and future implications of the Internet on marketing. This new 3rd edition is one of the only comprehensive textbooks written entirely by current practising professionals. It explains in detail the powerful offline and online techniques available to direct marketers today. Direct and Digital Marketing in Practice covers vital issues such as: · the new marketing landscape; · gaining customer insight; · maximising returns on marketing investment; · integrating traditional and digital media; · campaign planning and budgeting; · offline and online metrics: · testing and statistics; and · developing compelling propositions. Direct and Digital Marketing in Practice is an ideal reference tool, presenting detailed explanations of key concepts with practical examples and case studies. The book ensures that each point is relevant and memorable, and made in a real-world context. Written for managers looking to expand and enhance customer reach, students on MBA courses, and those taking professional qualifications, the book provides an invaluable and up-to-date guide to marketing best theory and practice in our increasingly digital and online age.
Book Synopsis Creative Strategy in Direct & Interactive Marketing by : Susan K. Jones
Download or read book Creative Strategy in Direct & Interactive Marketing written by Susan K. Jones and published by Racom Communication. This book was released on 2008-10 with total page 409 pages. Available in PDF, EPUB and Kindle. Book excerpt: The right creative strategy can mean the difference between success and failure in a direct or interactive marketing program. And the all-new third edition of Creative Strategy in Direct and Interactive Marketing by Susan K. Jones (Racom—www.Racombooks.com—in conjunction with the Direct Marketing Association $49.95) has been totally revised to address the new issues of interactive marketing media, marketing integration and convergence of all media. The opening section gives an overview of the new world of direct marketing and interactive creative strategy, including: ? The art and science of marketing creativity and the strategic challenges of direct marketing and interactivity.
Download or read book Interactive Direct Marketing written by and published by . This book was released on 1995 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Optimal Database Marketing by : Ronald G Drozdenko
Download or read book Optimal Database Marketing written by Ronald G Drozdenko and published by SAGE Publications. This book was released on 2002-03-26 with total page 425 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Destined to be the definitive guide to database marketing applications, analytical strategies and test design." - Brian Kurtz, Executive Vice President, Boardroom Inc., 2000 DMA List Leader of the Year and DMA Circulation Hall of Fame Inductee "This book is well written with interesting examples and case studies that both illustrate complex techniques and tie the chapters together. The level of detail and treatment of statistical tools and methods provides both understanding and enough detail to begin to use them immediately to target marketing efforts efficiently and effectively. It is perfect for a course in database marketing or as a handy reference for those in the industry. " - C. Samuel Craig, New York University, Stern School of Business "This book should be studied by all who aspire to have a career in direct marketing. It provides a thorough overview of all essential aspects of using customer databases to improve direct marketing results. The material is presented in a style that renders even the technical subjects understandable to the novice direct marketer" Kari Regan, Vice President, Database Marketing Services, The Reader′s Digest Association "Finally, practical information on database marketing that tackles this complex subject but makes it clear enough for the novice to understand. This book serves as more than a primer for any senior manager who needs to know the whole story. As one who has spent over 20 years of his career involved in publishing and database marketing, I have a real appreciation for how difficult it is to explain the finer points of this discipline, while keeping it understandable. This book does that admirably. Well done!" - Patrick E. Kenny, Executive Vice President, Qiosk.com "This book is especially effective in describing the breadth and impact of the database marketing field. I highly recommend this book to anyone who has anything to do with database marketing! -- works in or with this dynamic area." - Naomi Bernstein, Vice President, BMG Direct "Ron Drozdenko and Perry Drake have written a guide to database marketing that is thorough and that covers the subject in considerable depth. It presents both the concepts underlying database marketing efforts and the all-important quantitative reasoning behind it. The material is accessible to students and practitioners alike and will be an important contribution to improved understanding of this important marketing discipline. " Mary Lou Roberts, Boston University and author of Direct Marketing Management "I think it is a terrific database marketing book, it′s got it all in clear and logical steps. The benefit to the marketing student and professional is that complex database concepts are carefully developed and thoroughly explained. This book is a must for all marketing managers in understanding database issues to successfully manage and structure marketing programs and achieve maximum results. " - Dante Cirille, DMEF Board Member and Retired President, Grolier Direct Marketing "An excellent book on the principles of Direct Marketing and utilization of the customer database to maximize profits. It is one of the best direct marketing books I have seen in years in that it is broad with specific examples. I am going to require new hires to read this (book) to get a better understanding of the techniques used in Database Marketing." - Peter Mueller, Assistant Vice President of Analysis, Scholastic, Grolier Division "This is an amazingly useful book for direct marketers on how to organize and analyze database information. It′s full of practical examples that make the technical material easy to understand and apply by yourself. I strongly recommend this book to direct and interactive marketers who want to be able to perform professional database analyses themselves, or be better equipped to review the work of analysts. " - Pierre A. Passavant, Professor of Direct Marketing, Mercy College and Past Director, Center for Direct Marketing, New York University "The most useful database marketing reference guide published today. The authors do an excellent job of laying out all the steps required to plan and implement an effective database marketing strategy in a clear and concise manner. A must have for academics, marketing managers and business executives." - Dave Heneberry, Director, Direct Marketing Certificate programs, Western Connecticut State University and Past Chair, Direct Marketing Association "This book is essential for all direct marketers. It serves as a great introduction to the technical and statistical side of database marketing. It provides the reader with enough information on database marketing and statistics to effectively apply the techniques discussed or manage others in the environment " - Richard Hochhauser, President, Harte-Hanks Direct Marketing Ronald G. Drozdenko, Ph.D., is Professor and Chair of the Marketing Department, Ancell School of Business, Western Connecticut State University. He is also the founding Director of the Center for Business Research at the Ancell School. He has more than 25 years of teaching experience. The courses he teaches include Strategic Marketing Databases, Interactive/Direct Marketing Management, Product Management, Marketing Research, and Consumer Behavior. He is collaborating with the Direct Marketing Education foundation to develop a model curriculum for universities pursing the area of interactive or direct marketing. Working with an advisory board of industry experts, he co-developed the Marketing Database course in model curriculum. Dr. Drozdenko has co-directed more than 100 proprietary research projects since 1978 for the marketing and research and development of several corporations, including major multinationals. These projects were in the areas of strategic planning, marketing research, product development, direct marketing, and marketing database analysis. He also has published several articles and book chapters. He holds a Ph.D. in Experimental Psychology from the University of Missouri and is a member of the American Marketing Association, the Society for Consumer Psychology, and the Academy of Marketing Sciences. He is also the co-inventor on three U.S. patents. Perry D. Drake has been involved in the direct marketing industry for nearly 15 years. He is currently the Vice President of Drake Direct, a database marketing consulting firm specializing in response modeling, customer file segmentation, lifetime value analysis, customer profiling, database consulting, and market research. Prior to this, Perry worked for approximately 11 years in a variety of quantitative roles at The Reader′s Digest Association, most recently as the Director of Marketing Services. In addition to consulting, Perry has taught at New York University in the Direct Marketing Master′s Degree program since Fall, 1998, currently teaching "Statistics for Direct Marketers" and "Database Modeling." Perry was the recipient of the NYU Center for Direct and Interactive Marketing′s "1998-1999" Outstanding Master′s Faculty Award. Perry also lectures on testing and marketing financials for Western Connecticut State University′s Interactive Direct Marketing Certificate Program. Along with Ron, he is collaborating with the Direct Marketing Education Foundation to develop a model curriculum for universities pursuing the area of interactive or direct marketing. Perry earned a Masters of Science in Applied Statistics from the University of Iowa and a Bachelor of Science in Economics from the University of Missouri. The book evolved from an outlined developed by an advisory board of industry experts that was established by the Direct Marketing Educational Foundation. Contemporary direct marketing and e-commerce could not exist without marketing databases. Databases allow marketers to reach customers and cultivate relationships more effectively and efficiently. While databases provide a means to establish and enhance relationships, they can also be used incorrectly, inefficiently, and unethically. This book looks beyond the temptation of the quick sale to consider the long-term impact of database marketing techniques on the organization, customers, prospective customers, and society in general. Ron Drozdenko and Perry Drake help the reader gain a thorough understanding of how to properly establish and use databases in order to build strong relationships with customers. There is not another book on the market today that reveals the level of detail regarding database marketing applications - the how′s, why′s and when′s. Features/Benefits: Draws on numerous examples from real businesses Includes applications to all direct marketing media including the Internet Describes in step-by-step detail how databases are developed, maintained, and mined Considers both business and social issues of marketing databases Contains a sample database allowing the reader to apply the mining techniques Offers access to comprehensive package of academic support materials
Book Synopsis Direct & Interactive Marketing Buying Practices Study by : Direct Marketing Association (U.S.)
Download or read book Direct & Interactive Marketing Buying Practices Study written by Direct Marketing Association (U.S.) and published by . This book was released on 1999 with total page 380 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Creative Strategy in Direct Marketing by : Susan K. Jones
Download or read book Creative Strategy in Direct Marketing written by Susan K. Jones and published by N T C Business Books. This book was released on 1998 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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. '
Book Synopsis Creative Strategy in Direct and Interactive Marketing by : Susan K. Jones
Download or read book Creative Strategy in Direct and Interactive Marketing written by Susan K. Jones and published by . This book was released on 2011-08 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the classic primer on how to make the creative plan fit into and support the marketing plan, and develop creative ideas that are strategically accurate and tactically effective. And, in this time of multiplying media forms, the author shows how to develop creative plans, strategies, and ideas that integrate different media forms and platforms that create more effective and more profitable marketing communications programs. This book is a great classroom text for upper-level undergraduate marketing and creative courses and a great hands-on reference for day-to-day executives wanting to manage their marketing communications programs more effectively.
Book Synopsis Direct and Interactive Marketing by :
Download or read book Direct and Interactive Marketing written by and published by . This book was released on 2001 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
