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Changing the channel : 12 easy ways to make millions for your business

Author: Michael Masterson; MaryEllen Tribby
Publisher: Hoboken, N.J. : John Wiley & Sons, ©2009.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"An all-encompassing guide to making the most from multi-channel marketing. Written in a straightforward and accessible style, Changing the Channel offers you a detailed look at twelve of today's most important marketing channels-explaining how each one works individually as well as in conjunction with each other, leveraging the power of your message for explosive profits. Page by page, you'll become familiar with a  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Michael Masterson; MaryEllen Tribby
ISBN: 9780470375020 0470375027 9780470538807 0470538805
OCLC Number: 226361777
Description: xiv, 285 pages ; 24 cm
Contents: Shopping for homes: easier, faster, cheaper --
Marketing in the twenty-first century: how quickly things have changed --
"DRM" and "MCM": the two most important acronyms in advertising today --
Direct-response online marketing: squeezing the juice out of the low-hanging fruit --
Social media: informal communication, powerful profits --
Search engine marketing: busting myths and driving sales --
Teleconferences: all you need is a phone and good ideas --
Direct mail: an old dog that still knows a few tricks --
Direct print: getting more than ever for your ad dollar --
Direct-response television: why super bowl ads don't work --
Direct-response radio: music, news, sports, and talk=money --
Telemarketing: inbound, outbound, money-bound --
Joint ventures: only streets should be one-way --
Event marketing: having fun with your customers --
Public relations: man bites dog; man gets famous --
The incredible power of a multi-channel campaign --
Smoking at Joe's / by Michael Masterson --
Examples of ads.
Responsibility: Michael Masterson, MaryEllen Tribby.
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Abstract:

Most businesses have all of the necessary tools to attract and retain customers at their disposal, but they don't know how to leverage them. Today's most successful companies take advantage of  Read more...

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