In brief: "High-Performance Interactive Marketing" will give you the practical guidance to capitalize on all of the potential and avoid all of the problems of marketing with new interactive technologies. You'll get an insider's advice and insights into the kinds of tactics that will help you sell more products and services right now--today and tomorrow--as well as help you develop the strategic vision needed to build the lasting customer relationshps that will keep you successful long after your competitors have faded from the scene. The business press of recent years has been filled with dramatic portrayals of interactive marketing succcess. But the landscape behind those exciting pictures is filled with the wreckage of the failures--those who couldn't handle the probles and challenges of this fast-paced, ever-changing world. This book gives you all the strategic and tactical tools, with chapters like: --Disintermediation and the Changing Role of Marketing and Sales --Bridging the Gap between Marketing and Sales --The Huge Impact of Infomediaries and Portals --The New Communications Model --E-Branding and Positioning --Creating and Implementing Successful Web Events --Heuristic Marketing Techniques --Using Marketing Automation The author has distilled his two-plus decades of experience making practical use of marketing technology to write a new marketing rule book. With your copy at your side, you willbe able to rewrite the rule book for your organization as well.

High-Performance Interactive Marketing

Business & Money

Ryan, Christopher

Management & Leadership

Racom Communications

Contemporary Database Marketing - Concepts and Applications puts dynamic new information and training tools in the hands of marketing students and practitioners with its dramatic new approach to the world of database marketing. It explains technical concepts in an easy-to-read text, demonstrates those concepts in cases and interactive workshops, and, through an accompanying CD, enables the reader to manipulate a storehouse of real-world information to test and develop his or her expertise with a near infinite number of applications. For many years, while some would-be marketers got caught up in the confusion of technobabble and consultant-speak, cleaver marketers were using database marketing principles and techniques to increase their profitability and strengthen their customer relationships. They often didn't call it database marketing but they benefited from it never the less. Now every marketer can share in those benefits. Contemporary Database Marketing does what it teaches: it is a truly invaluable interactive teaching and learning tool that will guide its reader to more profitable marketing.

Contemporary Database Marketing: Concepts and Applications

Martin Baier

Kurtis M. Ruf

Goutam Charkraborty

"How an abandoned railroad yard became Chicago's largest mixed-use community."

Central Station

History

Fogelson, Gerald

Americas

The author analyzes contemporary marketing to find the answers to the key question: What has gone wrong with current marketing? We Have more statistical models, more computer technology, more "killer apps," and more seminars about CRM and branding and customer retention, and yet response rates have gone through the floor and productivity and profitability have followed. And our customers believe us less than ever before. And no one seems to know why. Except for Lewis. He focuses on the misuses of technology, the substitution of flash for substance, and the inability or unwillingness to keep concern for customer rapport in the selling and marketing equation. Why has marketing been failing? The answers are here.

Marketing Mayhem: Why Marketing Isn't Producing the Way It Used to

Lewis, Herschell Gordon

What Are You Planning to Write? YOU HAVE IT ALL RIGHT HERE Everything You Need to Write More Powerful, More Profitable Copy It's the MasterWork by the World's Master Copywriter. If you have any interest in the power of the written word or any control over what those words are supposed to accomplish¦you're about to choose the right book. Herschell Gordon Lewis, internationally recognized as the number-one copywriter in the world, has made this book his magnum opus. In these pages, you'll find: How to write killer e-mail copy. How to avoid spam filters and still sell with power. Simple, effective rules for letter writing. When to use envelope copy and what to say. How broadcast copy differs. Why some of the old rules don't work any more. How to write an effective guarantee. It's all here for you in simple, straightforward language. TWO HUGE BONUSES! Bonus 1: Here are hundreds of examples, some excellent and some so stupid you'll wonder how they ever made it into print, on the air, or through the computer. Bonus 2: Here are more than 100 specific rules copy professionals use to grab and sell readers, viewers, and listeners. Far and away the most complete, most comprehensive, and, yes, the most useful handbook and guide to copywriting ever published, this will be the most thumbed-through book on your shelf because by any criterion it's The Bible of Copywriting. Enjoy it. Use it. Profit from it.

On the Art of Writing Copy: Third Edition

Skills

Years of sales and marketing wisdom will be at your fingertips with this book. Readers will learn to be more productive and more effective, which will help them make more money. This treasure chest of 365 tips, one for every day of the year, is organized by week and also includes quarterly planners.

Sales & Marketing 365: Tip, Tricks, and Tactics for Making More Money All Year Long

Obermayer, James

Marketing & Sales

Title: Dr. Fisher's Life on the Ark( Green Alligators Bushman and Other "Hare-Raising Tales" from America's Most Popular Zoo and Around the World) Binding: Hardcover Author: LesterE.Fisher Publisher: RacomCommunication

DR FISHERS LIFE ON THE ARK

Fisher, Lester

Children's Books

This book includes readings by 12 leading academics and practitioners in advertising and marketing communications including Don Schultz, David Shepard,Victor Hunter, Ruth P. Stevens, and Goutam Chakraborty. These articles were specially commissioned for this book. 
These articles are followed by 25 cases covering the broad range of marketing communications, including business-to-business, business-to-consumer, not-for-profits. Cases were developed from the DePaul University Casewriters Workshop.

Readings & Cases in Integrated Marketing Communications

Jones, Susan K.

Kelly, J. Steven

Nearly 70 percent of consumers say they are interested in products that shield them from all marketing and advertising. For marketers who rely on "force-feeding" marketing messasges to their prospects and clients, that is very bad news. Their marketing productivity is going to plummet. And people now possess the tools to exert control and block intrusive messages. In this groundbreaking books the authors, leading executive s in one of hte world's leading research organizations, ouitline tomorow's blueprint for success. The model rsts on four corners of Precision, Relevance, Power, and REciprocity. ALl of this is driven by the ability to find Addressable attitudes of potential customers and speak to those attitudes with relevance, precision, power and reciprocity. The result will be the solution to the growing crisis to Marketing Productivity.

Coming to Concurrence: Addressable Attitudes and the New Model for Marketing Productivity

Smith, J. Walker

Wood, Craig

Clurman, Ann

Here it is at your fingertips and at your keyboard-all form charts, checklists, and spreadsheets-everything you will need to start a new catalog or manage an existing catalog more profitably. All areas are covered-from creative production to merchandising to managing to testing and measurement. And it's by Katie Muldoon, one of the leading catalog experts of the past 30 years.

The Catalog Strategists Toolkit: Rules, Tools, Forms and Lists

Muldoon, Katie

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