This is the eBook version of the printed book. Drive more value from all your marketing and communications channels--together! Demolish your silos and sync all your messaging, strategies, and tactics (really!). Optimize every medium and platform, from iPad and Facebook to TV and direct. This book is a must-read for every senior marketing, communications, and PR decision-maker. It’s not about social media. Or new (or old) media. It’s about results—and there’s only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. That’s how you choose the best platforms and messages for each customer. That’s how you make research and metrics work. That’s how you overcome today’s insane levels of complexity and clutter. You’re thinking: Oh, that’s all I need to do? “Just” integrate my whole organization? Are you nuts? No. We’re not. It can be done. This book’s authors have done it. They’ve shown others how to do it. And now they’re going to show you. Step by step. Strategy. Tactics. Research. Metrics. Culture. Social. Mobile. Direct. Broadcast. Print. All of it. With you, the marketing/communications decision-maker, right at the center...right where you belong! Even now, organizational silos prevent most companies from conversing coherently with customers, delivering the right targeted messages, and building real synergies across all their marketing and communications programs. Now, Gini Dietrich and Geoff Livingston show how to finally break down those silos, bridging traditional and newer disciplines to drive more value from all of them. You’ll learn how to create a flexible marketing hub with integrated spokes including sales, PR, advertising, customer service, HR, social media, and the executive team. Then, you’ll learn how to use your hub to speak cohesively with each customer through the tools and platforms that deliver the best results at the lowest cost. Dietrich and Livingston guide you through hands-on strategic planning, illustrating key points with real case studies and offering practical exercises for applying their principles. You’ll learn how to perform baseline analyses of media from iPad apps to radio, optimize resource allocation, change culture to overcome siloed behavior, use measurement to clear away obstacles, and gain more value from every marketing investment you make. Pull it all together--finally! How to successfully integrate your tactics, tools, messages, and teams Better goals, better results: beyond “SMART” to “SMARTER” Specific, measurable, attainable, relevant, time-bound, evaluate, and reevaluate Better listening: stakeholders, customers, and research that works How to make sure you hear what really matters Four powerful ways to market in the round When to go direct, come from above, use the

Price: $19.99 USD

Having your own business isn’t the same as having customers, and one is useless without the other. Whether your business is a resale store or a high-tech consulting firm, a law office or a home cleaning service, in today’s competitive environment, strategic marketing is essential. Small Business Marketing For Dummies , Second Edition is updated from the original version that won rave reviews and inspired thousands of small businesses on their way to becoming big businesses. Updates include more information on online marketing, a whole new section on getting and keeping customers, new cost-effective, fast-acting ideas for instant impact, and more. The book covers: Marketing basics that prepare you to rev up your business and jumpstart your marketing program Information to help you define your business position and brand Advice on bringing in professionals A quick-reference guide to mass media and a glossary of advertising jargon How-tos for creating print and broadcast ads that work Ideas for getting the word out without advertising, including information on direct mail, brochures, publicity, promotions, and more Ten steps to follow to build your own easy-to-assemble marketing plan With pages of ideas for low-cost, high-impact marketing from author Barbara Findlay Schenck, a marketing consultant with more than 20 years experience with clients ranging from small businesses to Fortune 500 companies, Small Business Marketing For Dummies , Second Edition helps you reach and keep new customers. Whether you’re running a home office, a small firm, a family business, a nonprofit organization, or a retail operation, you’ll discover how to: Custom design your own marketing program Create effective marketing messages Produce marketing communications that work No matter what field you’re in, Small Business Marketing For Dummies , 2nd Edition will help you make your dreams come true. If you buy it, read it, and implement some of the marketing strategies discussed, customers will come.

Price: $19.99 USD

Trusted advice on successful consulting from the authors of the bestselling Guerrilla Marketing series Consulting is entering the era of the guerrilla client-buyers with a glut of information at their fingertips and doubts about the value consultants add. Guerrilla Marketing for Consultants is the first book to reveal how guerrilla marketing can transform today's challenges into golden opportunities for winning profitable work from the new breed of consulting clients. Packed with information, this step-by-step guide details the 12 marketing secrets every consultant should know, the anatomy of a marketing plan, Web sites, sources of free publicity, direct-mail marketing, winning proposals, and more. Jay Conrad Levinson (San Rafael, CA) is the Chairman of the Board of Guerrilla Marketing International and the author or coauthor of more than 30 books, including the bestselling Guerrilla Marketing series. Michael W. McLaughlin (Mill Valley, CA) has been a partner with Deloitte Consulting since 1994.

Price: $21.95 USD

This is the eBook version of the printed book. Customer Share Marketing: How the World's Great Marketers Unlock Profits from Customer Loyalty teaches customer share marketing, which leverages customer loyalty through direct marketing and advanced, Internet-driven sales techniques. Author Tom Osenton demonstrates how leading companies apply customer share marketing to increase sales and profits, often more effectively and at a substantial savings over traditional methods.

Price: $29.00 USD

Effective creative strategies and campaigns for business owners or marketers Whether it's on the Web, in a book, or live in-person, the most effective solutions are those that unexpectedly grab our attention. David Langton and Anita Campbell identify eye-catching and thought-provoking marketing and PR tips, ideas, and creative "stunts." This compendium of winning ideas will inspire small business leaders, creative professionals, and students. Award-winning visual communication designer David Langton has worked for a range of businesses from Fortune 500 leaders to small businesses. Anita Campbell, an internationally known small business expert, reaches over 2 million small business owners and stakeholders annually. Through case studies, photos, and illustrations, Visual Marketing displays creative marketing campaigns that brought attention to small businesses in unique, compelling, and unexpected ways. Online visual marketing solutions may include apps, interactive games tools and modules; infographics; HTML emails / e-newsletters; widgets; YouTube videos; flash animation; social networking campaigns; websites, weblets, mini-sites; blogs; podcasts / MP3s; projected signage; PowerPoint / keynote presentations In print solutions may include brochures, flyers; annual reports; books; direct mail, post cards; newsletters; invitations; letters; press releases; infographics On-site, giveaways, exhibit, and tradeshow solutions may include live events and performances; signs; billboards; exhibits; banners; tent cards; posters; plasmas screens; kiosks; giveaways: tchotchkes, t-shirts, tote bags, etc.; floor graphics/vinyl graphic wraps With Visual Marketing, you'll discover 99 powerful strategies for capturing the attention of your potential customers.

Price: $29.95 USD

The complete guide to a successful Twitter marketing campaign Twitter is a microblogging service that's changing the way we communicate. Marketers recognize its value, and Twitter Marketing: An Hour a Day offers marketers, advertisers, brand managers, PR professionals, and business owners an in-depth guide to designing, implementing, and measuring the impact of a complete Twitter strategy. Expert author Hollis Thomases acquaints you with the Twitterverse, its conventions, and its fascinating demographics and statistics. She then teaches you step by step how to effectively craft successful branding and direct response strategies that can be scaled to any organization and its objectives. Twitter Marketing: An Hour a Day uses interesting case studies, success stories, anecdotes, and examples to demonstrate how to use Twitter metrics in order to inform strategic direction. You'll discover how top companies-large and small-have leveraged this exciting communications platform. Twitter has become a phenomenon with 32 million users, including major companies such as Apple, JetBlue, and CNN This step-by-step guide explains the demographics, shows how companies are using Twitter, and explains how to scale the approach to your enterprise The detailed coverage includes the basics for Twitter newcomers and explores all elements of a successful strategy Expert author Hollis Thomases shows how to set goals, develop and implement a plan, attract followers, and measure the impact of a campaign The in-depth book explains how to maintain momentum and explores such issues as contests, promotions, and crisis management Twitter Marketing: An Hour a Day is the ultimate guide to succeeding one tweet at a time!

Price: $29.99 USD

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, Nort

Price: $34.95 USD

Hauptbeschreibung Interaktive Potenziale nutzen. Viele Unternehmen stehen der neuen Macht des Verbrauchers im Web 2.0 rat- und hilflos gegenber. Internet-Communities wie YouTube oder StudiVZ scheinen rtselhafte Phnomene einer Parallelwelt zu sein. Und doch sind sie Alltag. Das Buch bietet einen umfassenden berblick ber die vielfltigen Potenziale von Communities und gibt konkrete Handlungsanweisungen fr das Management. Es ist somit ein idealer Leitfaden fr die Auswahl und Ausgestaltung einer Community-Marketingstrategie. Praxisbezogen werden die Mglichkeiten der Unternehmen, Werte mit Hilfe von Online-Gemeinschaften zu schaffen, beleuchtet.   Biographische Informationen Helge Kaul ist Projektleiter am Zentrum fr Marketing Management (ZMM) an der Zrcher Hochschule fr Angewandte Wissenschaften (ZAHW). Davor war er Direct Sales und Online Marketing Manager bei Steinberg Media Technologies GmbH/Yamaha Corp., Hamburg; Dr. Cary Steinmann war jahrelang in der Werbebranche ttig, u.a. als Executive Planning Director bei Scholz & Friends in Hamburg, und ist heute Dozent fr Marketing mit Schwerpunkt Brand Management am ZMM; Das ZMM setzt mit der Untersuchung sozialer Netzwerke und ihrer Potenziale fr Markenfhrung und Kommunikation einen neuen Themenschwerpunkt in Bildung, Beratung und Forschung (   Rezension In diesem Buch zeichnen die Neuromarketing-Experten das Bild des "fundamental sozialen Menschen" seine Rolle in den "Neuroeconomics" und warum er sich Communities anschliet. Fr die Herausgeber und ihre Autoren mit ein Argument, dass sie dafr pldieren, jedes Unternehmen sollte sich mit Community Marketing beschftigen. Werben & Verkaufen Das Buch zeigt, wie man Community aufbaut und deren Potenziale nutzen kann. Anhand von Fallstudien internationaler Unternehmen wie Microsoft, adidas, Vodafone oder Ebay bekommt der Leser einen anschaulichen berblick ber Community Marketing. persnlich, Die Zeitschrift fr Untrernehmensfhrung, Marketing und Kommunikation Wer nicht passiv zum Spielball der Meinungen werden will, kann sich ber das "Community Marketing" im von Helge Kaul und Cary Steinmann herausgegebenen Buch informieren. Harvard Business manager Die Herausgeber haben in diesem Werk die auf Communitys anwendbare Theorie zusammengetragen und die Verknpfungen zu Customer-Relationship-Management und Marke hergestellt. Richtig spannend wird es im zweiten Teil des Buches mit insgesamt acht Best-Practice-Fllen. Wahre Perlen sind die Beispiele von Microsoft, Adidas, Ebay oder Gore. absatzwirtschaft Fr alle Unternehmen, die eine Community ins Leben rufen wollen, ist das Hardcvover ein umfang- und lehrreiches Nachschlagewerk. Vor allem die unterschiedlichen Autoren und Praxisbeispiele machen das Buch zu einem "Muss" fr Community-Marketer. www.acquisa.de

Price: $44.48 USD

A marketing management course shouldn't be treated like a principles class. And an upper-level text doesn't need to be written like an encyclopedia. That's why Marketing Management, 2e takes a direct, "no bull" approach, bringing concepts to life without dry explanations and unnecessary "extra" information. Theoretical and practical considerations are balanced throughout. Coverage of critical and contemporary marketing topics includes integration of e-commerce and a unique chapter on estimating marketing demand.

Price: $177.49 USD

Today, pharmaceutical companies are increasing their marketing budgets to advertise directly to the consumer. This spiraling effort has begun to attract the attention of both consumer advocacy groups, as well as the federal government (in the USA), in terms of taking a closer look at the effects of such advertising efforts. In July of 2005, the US Senate Majority leader asked pharmaceutical marketers to voluntarily stop their direct-to-consumer advertising during a drug's first two years on the market. The ability for a pharmaceutical company to affect both the physician (who can prescribe a specific drug) and a consumer (who can request that they receive a prescription for a certain drug) has virtually affected the traditional model of marketing communications, which has been used for many years. In addition, products that are not regulated by the United States Food And Drug Administration (FDA) are also gaining popularity, in terms of being advertised directly to the consumer. There is no doubt that pharmaceutical companies have discovered that appealing directly to the consumer, and bypassing the traditional doctor-patient relationship, has become a very effective tool. The pharmaceutical companies have been able to create a heightened awareness among consumers, as it concerns the introduction of new drugs, and have observed how consumers have the ability to literally create strong market demand a for these new prescription drugs. It will be interesting to observe how this new model of marketing communications will play out. Singh and Smith have tried to determine whether direct-toconsumer drug advertising influences consumers' behavioral intentions. They indicate that while consumers generally have favorable perceptions of prescription drug advertising, their behavioral intentions are influenced by a heightened awareness of specific branded drugs. Consumer motivation to request drugs may be impacted by several factors. Baca, Holguin and Stratemeyer have shown that demographics influence attitudes and interest in direct-toconsumer advertising, and those younger consumers' interest, and propensity to seek additional information for themselves and family members, increases as a result of this type of advertising. Holdford describes the affordable drugs movement and presents a social marketing framework to place major developments within a meaningful theoretical context. The author also provides referenced descriptions and examples of forces causing change within the pharmaceutical market. He also classifies forces into six conditions influencing successful social movements. Shin and Moon provide an overview of the economic and clinical impacts of direct-to-consumer advertising on both the consumer and physician. Their findings recognizes direct-toconsumer advertising as a positive force for public health and at the same time identifies its potential negative effects on the economic and cl

Price: $199.00 USD