Interactive Marketing / Edition 1

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Interactive Marketing teaches readers how to use integrated offer–driven advertising and sales promotion to cost effectively reach markets. This easy to use book provides a wide range of marketing techniques, including the latest high-tech ones. It goes on to explain how various techniques can be blended around a "big-idea", often involving carefully thought out offers, to create integrated campaigns of great power and effectiveness. It provides the reader with the most recent and up-to-date methods, techniques, tips, and solutions in marketing; shows the reader how to apply the material to their own solutions with hundreds of successful case studies, many of them international, and contains chapter-by-chapter checklists to guide the reader; demonstrates the importance of the computer and how digital communication methods are integral to the future of marketing and marketeers.
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Product Details

  • ISBN-13: 9780132135627
  • Publisher: Prentice Hall Professional Technical Reference
  • Publication date: 8/22/1995
  • Edition number: 1
  • Pages: 463
  • Product dimensions: 7.07 (w) x 9.58 (h) x 1.38 (d)

Table of Contents

1. Retailing and Distribution Today.
2. Point of Sale—Where Buying Begins.
3. Sweepstakes' Winning Ways.
4. The Creative Elements of Sweepstakes.
5. The Heroes and Villains of Character Licensing.
6. Cashbacks and Shareouts—Free Money.
7. Clever Tricks with Packs.
8. Free Offers that Push Sales Further.
9. Self-Liquidating Offers—Get Your Money Back.
10. Coupons, Cards and Clubs—Boomerangs in Repeat Sales.
11. Product Sampling—Trial-Gaining Offers.
12. Nine More Cost-Effective Ways to Higher Sales.
13. The Arts and Sport in Selling.
14. Interactive Media, Offer-Driven Advertising and PR.
15. Caused-Related Marketing—A Good Cause Can Help.
16. The Sales Force—Make An Offer They Can't Refuse.
17. Business Gifts and Offers that Get Action.
18. Your Database—The Way to Relationship Marketing.
19. Questing for Customers, Lead Generation and Direct Marketing.
20. Telemarketing and Team Sales.
21. Research, Testing, Measurement and Accountability.
22. Briefing Your Agency—And Evaluating Their Work.
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