Interactive Marketing: The Future Present

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Overview

Interactive Marketing: The Future Present was compiled to provide practical advice about how to develop strategies for the new interactive media and how to put those strategies to work in profitable marketing programs. More than just one "expert's" formula for success, Interactive Marketing: The Future Present provides the best thinking of leaders in both the professional and academic communities. These recognized authorities show how to maximize the marketing potential of the new interactive technologies while avoiding the problems that some marketers have experienced.
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Editorial Reviews

Booknews
Contributors from the professional and marketing communities offer practical advice on developing marketing strategies for new interactive media, media tactics and techniques in the interactive age, and data collection and analysis and research strategies. Topics include interactive kiosks in the retail environment; marketing on the Internet; copywriting for interactive media; and marketing communications engineering. Annotation c. Book News, Inc., Portland, OR booknews.com
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Product Details

  • ISBN-13: 9780844234267
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 3/28/1996
  • Pages: 390
  • Product dimensions: 7.62 (w) x 9.54 (h) x 1.28 (d)

Table of Contents

Foreword
Introduction
1 Customer-Focused Strategies and Tactics: Interactive Marketing Weighs in for Customers 5
2 Interactive Retailing: More Choices, More Chances, More Growth 29
3 Interactive Kiosks in the Retail Environment: What Do Customers Really Need? 37
4 Marketing and Selling High-Tech Products: The Cobbler's Children 51
5 The New Disk-Based Marketing Communications Tools: Guidelines for Creating Powerful Electronic Catalogs and Presentations 63
6 Extending the Sales Reach: Interactive Technology and Personal Selling 77
7 Public Relations and the Interactive Media: The Practice Is Outpacing Predictions 85
8 Considerations for 21st Century Direct Marketers: Focusing on the Basics in New Environments 97
9 One-to-One Media in the Interactive Future: Building Dialogues and Learning Relationships with Individual Customers 113
10 The Impact of Interactive Communication on Advertising and Marketing: And Now a Word from Our Consumer 135
11 Computer as Audience: Mediated Interactive Messages 149
12 Maintaining a Customer Focus in an Interactive Age: The Seven I's to Success 163
13 The New World of Marketing on the Internet: Some Practical Implications of the New Tools and New Rules of Interactive Marketing 189
14 Media and Marketing Strategies for the Internet: A Step-by-Step Guide 197
15 Creative Strategy for Interactive Marketing: 10 Rules for Adapting and Winning in the New Marketplace 215
16 Copywriting for Interactive Media: New Rules for the New Medium 229
17 Anatomy of a Web Advertisement: A Case Study of Zima.com 241
18 Measuring the Effectiveness of Interactive Media: Internet Media Evaluation and Buying Strategy 259
19 Consuming Technologies at Home: New Consumer Research Techniques 269
20 Customer Service and Interactivity: The Ongoing Conversation 283
21 A Blueprint for Successful Syndicated On-Line Research: Consumer Panel Research Methods Applied to the On-Line Economy 301
22 Marketing Communications Engineering: Using Self-Organizing Neural Networks 335
23 The Convergence of Database Marketing and Interactive Media Networks: New Sources, New Uses, New Benefits 355
About the Authors 373
Index 379
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