Integrated Direct Marketing / Edition 1by Ernan Roman
Pub. Date: 03/01/1995
Publisher: McGraw-Hill Companies, The
"The days of dominance by a single advertising mediumTV for the image-building and direct mail for the direct marketerare over. Ernan Roman's seminal vision of media integration offers a clear path to new heights of marketing effectiveness." Stan Rapp Chairman, Cross Rapp Associates Author of Maximarketing and Beyond Maximarketing "The 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." J. Michael Lawrie U.S. Vice President and Area General Manager IBM Corporation "Ernan 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." Jonah Gitlitz President, Direct Marketing Association "An important how-to book for any marketer serious about rationalizing the marketing communications budget and improving ROI." Don Pepper Co-author of The One to One Future: Building Relationships One Customer at a Time "The 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." George Gendron Editor-in-Chief Inc. magazine
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This is the mandatory reading for any marketer or sales manager who has to deploy multiple tactics and media to achieve results. Written for the mid level to experienced user, it also works for the novice. Any sales manager will benefit from this book as they will learn how to better utilize the support of their marketing department.