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ia/newmarketingconv0000stei.pdf
The new marketing conversation : creating and strengthening relationships between buyers and sellers 🔍
Donna Baier Stein, Alexandra MacAaron South-Western Educational Pub, 1 edition, November 16, 2004
英语 [en] · PDF · 12.2MB · 2004 · 📗 未知类型的图书 · 🚀/ia · Save
描述
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. Written for practitioners from the executive level to the operational level, Creating Marketing Conversations Between Customers and Sellers helps readers improve their ability to develop and execute creative strategy that integrates online and offline media - from short -and long-form print to video and electronic. This cutting-edge book presents convergence in the broader marketing context but also emphasizes principles related to direct marketing. Creative strategy is a direct - and critical - extension of overall business and marketing strategy and branding. Creating Marketing Conversations Between Customers and Sellers delivers tools and strategies valuable to professionals from all areas of marketing communications, as well as general, executive-level management.
备选作者
Stein, Donna Baier; MacAaron, Alexandra
备用出版商
Cengage South-Western
备用出版商
Racom Communications
备用出版商
Mason, Ohio: Thomson
备用出版商
Cengage Learning
备用版本
United States, United States of America
备用版本
Mason, Ohio, Ohio, 2005
备用版本
Mason, Ohio, 2004
备用版本
1, US, 2004
元数据中的注释
Includes index.
备用描述
xii, 271 pages : 24 cm
"The New Marketing Conversation gives the reader a strategic blueprint for creating the kinds of dialogues customers want in ways that engage them."--Jacket
Includes index
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
备用描述
Two experienced marketing professionals describe their approach to creating effective conversations with consumers. Contending that today's consumers would rather engage in a dialogue with marketers than be talked at, the authors explain how to capitalize on the unique characteristics of various types of media (direct mail, television, the Web, etc.) to build connections with customers. They also discuss the integration of marketing media and provide a sample action plan. Annotation : 2004 Book News, Inc., Portland, OR (booknews.com)
开源日期
2023-06-28
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