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The new marketing conversation : creating and strengthening relationships between buyers and sellers

Author: Donna Baier Stein; Alexandra MacAaron
Publisher: Mason, Ohio : Thomson, ©2005.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

Among the many lessons unraveled after the dot.com bust is the importance to speak with one voice in all communications. That integration means convergence.

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Donna Baier Stein; Alexandra MacAaron
ISBN: 0324200579 9780324200577
OCLC Number: 57389990
Notes: Includes index.
Description: xii, 271 pages : illustrations ; 24 cm
Contents: The new marketing conversation --
The role of research and testing in your marketing conversation --
Developing a winning communications strategy --
Direct mail --
Telemarketing --
Radio --
Television --
Newsletters --
E-mail --
The web --
Wireless --
Putting it together : integrating media for maximum results --
Action plan for building your new marketing conversation.
Responsibility: Donna Baier Stein, Alexandra MacAaron.
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"Solid theory and proven practice all in one informative volume. If your budget allows only one book in your marketing library this must be it. In it you'll learn how the basic direct marketing Read more...

 
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