Marketing Convergence: How the Leading Companies Are Profiting from Integrating Online and Offline Marketing Strategies / Edition 1

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With the exponential growth of the Internet in the past few years, this tool has become a powerful venue for marketing products to consumers. This book is engineered for professionals looking to gain a better understanding of the integration of technologies and marketing strategies. By understanding the key elements of converging various marketing channels and strategies, professionals will be well on the way to marketing success beating the competition.

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Editorial Reviews

From the Publisher
…an excellent book packed with the wisdom of experience. Read this book if you want to learn from some of the true pioneers and successful veterans of Internet marketing.

Finally- a to-the-point book that cuts through all the Internet noise- valuable and thought-provoking with practical application across all aspects of E-commerce and Internet Marketing.

…an insightful overview of Internet success and failures. Lessons from their book make it clear who the winners in the Internet Age will be…

…incredibly practical and realistic! I lead seminars on Internet Marketing, and I learned a lot from the living examples from the seasoned veterans in the book.

Today's marketers understand that individuals are using multiple media and multiple sales channels…a great look at how companies will succeed with this new consumer.

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Product Details

  • ISBN-13: 9780538727198
  • Publisher: Cengage Learning
  • Publication date: 9/30/2002
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 224
  • Product dimensions: 14.40 (w) x 9.10 (h) x 0.60 (d)

Meet the Author

Susan K. Jones has been a respected direct marketing educator and practitioner for more than 20 years. She teaches a very forward-looking series of direct marketing courses at Ferris State University and developed one of the first online courses in this dynamic area. Her book, Creative Strategy in Direct Marketing, has been one of the standard textbooks on the subject for more than a decade. She is well recognized as a top-line practitioner and consultant. Susan Jones sits on several corporate boards, including the Callahan Group, a management and marketing consulting group based in the Chicago area. In the past, she has been on the board of the Chicago Direct Marketing Educational Foundation for more than a decade. She has also received numerous awards, including Direct Marketing Educator of the Year and, this year, Direct Marketer of the Year by they Chicago Association of Direct Marketing.

Ted Spiegel has been head of the Direct Marketing program in the Medill School of Journalism at Northwestern University for more than 20 years. Prior to this, he was an executive in planning and strategy with the Spiegel cataloging company. He is well known and respected as a direct marketing, marketing and management strategist and sits on numerous corporate boards and industry groups.

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Table of Contents

I. The Strategies. 1. Does the Internet Change Everything? 2. Who survived the Bomb—and why. 3. Successful Convergence = Integration. 4. New Savings and New Costs. 5. Speed-of-Light Testing. 6. The Human Touch. 7. Exposing Sacred Cows: "Community" and "Stickiness". 8. Mars and Venus Come to Terms. 9. The Challenges Ahead: Four Areas of Focus. II. The Leaders. 10. Action Performance: Synergy with Partners. 11. American Blind and Wallpaper Factory: Making Shopping Fun. 12. Carnival Cruise Lines: Online Sales Are Not Always the Goal. 13. CDW/CDWG: The Personal Touch. 14. Chicago Symphony Orchestra: Sophisticated Software. 15. J.C. Whitney: Unlimited Depth of Assortment. 16. (Mindpepper) Building Relationships Online. 17. Omaha Steaks: An Online Profit Center. 18. Peapod: Leveraging Logistics. 19. Quiztar: Ditto Delivery. 20. Spiegel: Small Staff/Big Results. 21. Steelcase: The Power of Ensync 22. Yamaha Band & Orchestra Division: Online/Offline Integration. Executives Interviewed for Marketing Convergence. Index.

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