Integrated Direct Marketing

Integrated Direct Marketing

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qThe days of dominance by a single advertising medium--TV for the image-building and direct mail for the direct marketer--are over. Ernan Roman's seminal vision of media integration offers a clear path to new heights of marketing effectiveness.q -- Stan Rapp Chairman, Cross Rapp Associates Author of Maximarketing and Beyond Maximarketing qThe integrated direct marketing process reminds us to contact customers and prospects on their terms, not ours. Customers want to be treated like individuals, not averages. Ernan Roman helps us realize that, with the right data, customer relationships can still be one-to-one without being face-to-face.q -- J. Michael Lawrie U.S. Vice President and Area General Manager IBM Corporation qErnan Roman, in this new volume, confronts the extraordinary changes in database technologies that are shaping the communications of tomorrow. A valuable resource for all marketers aiming for the highest return on their marketing investment.q -- Jonah Gitlitz President, Direct Marketing Association qAn important how-to book for any marketer serious about rationalizing the marketing communications budget and improving ROI.q -- Don Pepper Co-author of The One to One Future: Building Relationships One Customer at a Time qThe essential bootstrapper's guide to high-impact marketing. . . . If you're running an entrepreneurial company, buy this book, read it, make your management team read it, and begin implementing the ideas today.q -- George Gendron Editor-in-Chief Inc. magazineWe try to deliver a comprehensive set of financial services and quality of life- related products that meet that need. ... Buying a Car. USAA uses bill inserts to describe available auto services. One example is a bang tail envelope with information about Auto Pricing Plus . ... respondenta#39;s credit is checked and, if the respondent is eligible, a pre-approved sight draft for an auto loan is included in the package.

Title:Integrated Direct Marketing
Author:Ernan Roman
Publisher:McGraw Hill Professional - 1995-01


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