About the Book
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.
Table of Contents:
I. MARKETING CONVERSATIONS. 1. The New Marketing Conversation. 2. The Role of Research and Testing in Your Marketing Conversation. 3. Developing a Winning Communications Strategy. II. THE MEDIA OF THE CONVERSATION. 4. Direct Mail. 5. Telemarketing. 6. Radio. 7. Television. 8. Newsletters. 9. E-Mail. 10. The Web. 11. Wireless. II. MARKETING CONVERSATIONS IN ACTION. 12. Putting it Together: Integrating Media for Maximum Results. 13. Action Plan for Building Your New Marketing Conversation. Case Studies. Author Biographies. Index.
Review :
"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 principles must apply across a broad spectrum of today's marketing channels--direct mail, radio, TV, the Web, newsletters, telemarketing, email, and wireless. Before you write even one word make sure to look carefully at the chapters on developing a communications strategy and the 'media of conversation.' It's in these critical early thinking stages that a marketing campaign is often won or lost. And, because the authors are two solid practicing direct marketing professionals, they give you the specifics on how to put their proven principles to work."
"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 principles must apply across a broad spectrum of today's marketing channels--direct mail, radio, TV, the Web, newsletters, telemarketing, email, and wireless. Before you write even one word make sure to look carefully at the chapters on developing a communications strategy and the 'media of conversation.' It's in these critical early thinking stages that a marketing campaign is often won or lost. And, because the authors are two solid practicing direct marketing professionals, they give you the specifics on how to put their proven principles to work."
"Donna Baier Stein's and Alexandra MacAaron's The New Marketing Conversation is the definitive primer on direct marketing."
"Solid theory and proven practicea]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 principles must apply across a broad spectrum of today's marketing channels--direct mail, radio, TV, the Web, newsletters, telemarketing, email, and wireless. Before you write even one word make sure to look carefully at the chapters on developing a communications strategy and the 'media of conversation.' It's in these critical early thinking stages that a marketing campaign is often won or lost. And, because the authors are two solid practicing direct marketing professionals, they give you the specifics on how to put their proven principles to work."
"This book provides concrete examples and a detailed work plan to achieve marketing success while remembering the all-important Return On Investment. The New Marketing Conversation will keep you conversing for years."
"Throw out the old marketing paradigms! Today, marketing success demands that you engage the customer, and this book take this concept to the next level with the roadmap on how to do it. Learn the art and science of winning marketing strategies that will ensure all touchpoints in your conversation achieve your best objectives, deliver results, and build your brand."
"When you meet someone and let him or her do the talking and you just listen, they'll usually leaving thinking, 'that person is a great conversationalist.' Research backs that up and in marketing today the same practice applies. People are bombarded by some 600 contacts a day and are apt to respond best to those who they know care and listen. Donna Baier-Stein and Alexandra MacAaron get it and with The New Marketing Conversation they offer a welcome and needed guide to starting a conversation with your customers that lets them take the lead. Read this book and learn how to use multiple channels to let customers know you are listening and how to accommodate changing tastes and trends instead of crafting them."
Donna Baier Steinas and Alexandra MacAaronas The New Marketing Conversation is the definitive primer on direct marketing.
Solid theory and proven practicea]all in one informative volume. If your budget allows only one book in your marketing library this must be it. In it youall learn how the basic direct marketing principles must apply across a broad spectrum of todayas marketing channelsadirect mail, radio, TV, the Web, newsletters, telemarketing, email, and wireless. Before you write even one word make sure to look carefully at the chapters on developing a communications strategy and the amedia of conversation.a Itas in these critical early thinking stages that a marketing campaign is often won or lost. And, because the authors are two solid practicing direct marketing professionals, they give you the specifics on how to put their proven principles to work.
When you meet someone and let him or her do the talking and you just listen, theyall usually leaving thinking, athat person is a great conversationalist.a Research backs that up and in marketing today the same practice applies. People are bombarded by some 600 contacts a day and are apt to respond best to those who they know care and listen. Donna Baier-Stein and Alexandra MacAaron get it and with The New Marketing Conversation they offer a welcome and needed guide to starting a conversation with your customers that lets them take the lead. Read this book and learn how to use multiple channels to let customers know you are listening and how to accommodate changing tastes and trends instead of crafting them.
Donna Baier Steins and Alexandra MacAarons The New Marketing Conversation is the definitive primer on direct marketing.
Solid theory and proven practiceall in one informative volume. If your budget allows only one book in your marketing library this must be it. In it youll learn how the basic direct marketing principles must apply across a broad spectrum of todays marketing channelsdirect mail, radio, TV, the Web, newsletters, telemarketing, email, and wireless. Before you write even one word make sure to look carefully at the chapters on developing a communications strategy and the media of conversation. Its in these critical early thinking stages that a marketing campaign is often won or lost. And, because the authors are two solid practicing direct marketing professionals, they give you the specifics on how to put their proven principles to work.
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 principles must apply across a broad spectrum of today's marketing channels'direct mail, radio, TV, the Web, newsletters, telemarketing, email, and wireless. Before you write even one word make sure to look carefully at the chapters on developing a communications strategy and the 'media of conversation.' It's in these critical early thinking stages that a marketing campaign is often won or lost. And, because the authors are two solid practicing direct marketing professionals, they give you the specifics on how to put their proven principles to work.
Donna Baier Stein's and Alexandra MacAaron's The New Marketing Conversation is the definitive primer on direct marketing.
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 principles must apply across a broad spectrum of today's marketing channels?direct mail, radio, TV, the Web, newsletters, telemarketing, email, and wireless. Before you write even one word make sure to look carefully at the chapters on developing a communications strategy and the ?media of conversation.? It's in these critical early thinking stages that a marketing campaign is often won or lost. And, because the authors are two solid practicing direct marketing professionals, they give you the specifics on how to put their proven principles to work.
This book provides concrete examples and a detailed work plan to achieve marketing success while remembering the all-important Return On Investment. The New Marketing Conversation will keep you conversing for years.
Throw out the old marketing paradigms! Today, marketing success demands that you engage the customer, and this book take this concept to the next level with the roadmap on how to do it. Learn the art and science of winning marketing strategies that will ensure all touchpoints in your conversation achieve your best objectives, deliver results, and build your brand.
