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Artikelmerkmale
- Artikelzustand
- ISBN
- 9780071638029
Über dieses Produkt
Product Identifiers
Publisher
Mcgraw-Hill Education
ISBN-10
0071638024
ISBN-13
9780071638029
eBay Product ID (ePID)
73107400
Product Key Features
Book Title
Reinventing Interactive and Direct Marketing: Leading Experts Show How to Maximize Digital ROI with IDirect and IBranding Imperatives
Number of Pages
256 Pages
Language
English
Topic
Training, Marketing / Direct
Publication Year
2009
Illustrator
Yes
Genre
Business & Economics
Format
Hardcover
Dimensions
Item Height
1 in
Item Weight
18.1 Oz
Item Length
9.3 in
Item Width
6.3 in
Additional Product Features
Intended Audience
Trade
LCCN
2009-026007
Dewey Edition
22
Dewey Decimal
658.8/72
Table Of Content
Foreword Rick Milenthal, CEO, Engauge What Is iDirect Marketing? Introduction Stan Rapp, Chairman, Engauge Chapter 1: Time for Marketing to Really Get Direct about Creating Value John Greco, President and CEO, Direct Marketing Association Chapter 2: Perplexing New Realities Marketers Face Today Richard Cross, CEO, Cross World Network and Coauthor of Customer Bonding Chapter 3: Media Allocation for a Mass Networking Era Don Schultz, Ph.D., Professor Emeritus-in-Service of Integrated Marketing Communication, Northwestern University Chapter 4: Direct Goes Emotional with New iDTV Advertising Lucas Donat, CEO, Donat/Wald, a Pioneering iDTV Agency Chapter 5: More Sales, Less Cost: Optimizing Each Consumer Engagement Michael Caccavale, Founder and CEO, Pluris Marketing Chapter 6: SEM and SEO: Core Drivers of iDirect Success David Hughes, CEO, The Search Agency Chapter 7: Mobile: Holding iDirect in the Palm of Your Customer's Hand Michael Becker, Cofounder and Vice President Mobile Strategies of iLoop Mobile; Coauthor Web Marketing All-in-One for Dummies, Contributing Author to Mobile Internet for Dummies, and Coeditor of the International Journal of Mobile Marketing Chapter 8: Using Psychology to Drive Digital Behavior Melissa Read, Ph.D.,Vice President of Research and Innovation, Engauge Chapter 9: E-Mail Life Support at Home and the Office Jeanniey Mullen, Executive Chairwoman, E-Mail Experience Council (eec); Executive Vice President and Chief Marketing Officer, Zinio and VIVmag LLC; and Coauthor of Email Marketing: An Hour a Day Chapter 10: Conversation: What Matters Most for Marketers Now Joseph Jaffe, Author, Join the Conversation; President and Chief Interruptor, crayon Greg Verdino, Chief Strategy Officer of the Marketing Consultancy, crayon Chapter 11: iDirect Marketing at Best Buy for Business Janet Rubio, Chief Insights Officer, Engauge Chapter 12: iBrands: The New Face of the Consumer Michael McCathren, Conversation Catalyst, Chick-fil-A, Inc. Chapter 13: The Keys to iDirect Marketing Success Tim Suther, Senior Vice President, Global Multichannel Marketing Services, Acxiom Appendix Index Meet the Authors About DMA About Engauge About Stan Rapp
Synopsis
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, Attract New Customers and Exceed Revenue Goalswith iDirect Marketing! "A simple concept ties this incredibly useful book together.Every marketer now is an iDirect marketer. You ignore thisconcept, 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 answeris in the confluence of digital and direct to form a torrent of minimalcost/maximal result opportunities. Rapp's vision of an iDirect future and theinsights 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'sturn. Rapp compiles the best thinking on a future with low-cost and no-costconnections between products and consumers. Essential reading for marketers." Chris Anderson, author of The Long Tail "Direct marketing is interactive, and interactive marketing is direct. Withan 'iDirect' mindset, digital platforms and innovative analytics impact thedata-driven, online, offline, lead-generating, customer-retaining, multichanneldirect marketing process. Rapp's vision for reinventing marketing is a wake-upcall 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 accountableiDirect solutions. The advertising agency of the future must be adeptat reinventing yesterday's interactive, direct and branding. Rapp'scohort 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 fundamentaltruth about marketing in the digital era. InteractiveMarketing is direct. Direct Marketing isinteractive. What has been seen mistakenly asseparate disciplines actually are one and thesame. Every marketer now is an interactivedirect marketer. To help you profit from this new reality, StanRapp introduces a new paradigm--iDirect--the 21st-century growth engine at the intersectionof digital technologies and directmarketing practices. The gap between whatyou once took for granted and the iDirectMarketing future is so vast that a team ofthought leaders is needed to deal with it. Noone person has all the answers. In this book, Rapp brings together marketingluminaries with a variety of perspectives thatwill open your eyes to astonishing, new opportunities.It contains surprising insights fromthe top minds in direct marketing, including: John Greco, President of the Direct MarketingAssociation : How to Market Directlyor Be Left Behind Professor Don Shultz, PhD, NorthwesternUniversity : Media Allocation for a Mass NetworkingLandscape Lucas Donat, President, Donat/Wald : ROIpositiveAdvertising via TV and Print for theiDirect Marketer Mike Caccavale, Founder and CEO, PlurisMarketing : Instant Delivery of Thousands ofIndividualized Messages Michael Becker, VP Mobile Strategies,iLoop Mobile : Hold the Consumer in thePalm of Your Hand with Mobile Melissa Read, PhD, Vice President ofResearch and Innovation, Engauge : ThePsychology of Motivating Desired BehaviorOn- and Offline Tim Suther, Acxiom SVP Global MultichannelMarketing Services : Releasing theFull Power of iDirect Fundamentals, Attract New Customers and Exceed Revenue Goalswith iDirect Marketing! "A simple concept ties this incredibly useful book together.Every marketer now is an iDirect marketer. You ignore thisconcept, 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 answeris in the confluence of digital and direct to form a torrent of minimalcost/maximal result opportunities. Rapp's vision of an iDirect future and theinsights 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'sturn. Rapp compiles the best thinking on a future with low-cost and no-costconnections between products and consumers. Essential reading for marketers." Chris Anderson, author of The Long Tail "Direct marketing is interactive, and interactive marketing is direct. Withan 'iDirect' mindset, digital platforms and innovative analytics impact thedata-driven, online, offline, lead-generating, customer-retaining, multichanneldirect marketing process. Rapp's vision for reinventing marketing is a wake-upcall 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 accountableiDirect solutions. The advertising agency of the future must be adeptat reinventing yesterday's interactive, direct and branding. Rapp'scohort 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 fundamentaltruth about marketing in the digital era. InteractiveMarketing is direct. Direct Marketing isinteractive. What has been seen mistakenly asseparate disciplines actually are one and thesame. Every marketer now is an interactivedirect marketer. To help you profit from this new reality, StanRapp introduces a new paradigm--iDirect--the 21st-century growth engine at the intersectionof digital technologies and directmarketing practices. The gap between whatyou once took for granted and the iDirectMarketing future is so vast that a team ofthought leaders is needed to deal with it. Noone person has all the answers. In this book, Rapp brings together marketingluminaries with a variety of perspectives thatwill open your eyes to astonishing, new opportunities.It contains surprising insights fromthe top minds in direct marketing, including: John Greco, President of the Direct MarketingAssociation : How to Market Directlyor Be Left Behind Professor Don Shultz, PhD, NorthwesternUniversity : Media Allocation for a Mass NetworkingLandscape Lucas Donat, President, Donat/Wald : ROIpositiveAdvertising via TV and Print for theiDirect Marketer Mike Caccavale, Founder and CEO, PlurisMarketing : Instant Delivery of Thousands ofIndividualized Messages Michael Becker, VP Mobile Strategies, iLoop Mobile : Hold the Consumer in thePalm of Your Hand with Mobile Melissa Read, PhD, Vice President ofResearch and Innovation, Engauge : ThePsychology of Motivating Desired BehaviorOn- and Offline Tim Suther, Acxiom SVP Global MultichannelMarketing Services : Releasing theFull Power of iDirect Fundamentals
LC Classification Number
HF5415.1264.R45 2010
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