Product Description: Membership marketing and management is an ever more demanding role within the institutions served—meeting fiscal demands, keeping pace with online marketing opportunities, and making data-driven decisions. The demands are diverse and ever-changing...read more

Product Description: Get a second stream of income without getting a second job! For anyone looking for a practical blueprint in creating an additional stream of home-based income, Double Your Income with Network Marketing is for you. This book offers a fresh look at the home-based business industry, offering an original step-by-step plan for home business success that includes a detailed look at the network marketing industry...read more

Product Description: Attract, engage, and inspire your customers with an "Optimize and Socialize" content marketing strategy.Optimize is designed to give listeners a practical approach to integrating search and social media optimization with content marketing to boost relevance, visibility, and customer engagement...read more

Learn to identify a firm’s ideal customer and turn him into a life-long client. The Internet has made personal communication faster than ever, giving advertisers the opportunity to speak directly to their audience like never before. Spiller/Baier combines the theory of direct and interactive marketing with highly practical strategies and examples. Direct and interactive marketing require a focused set of skills for maximum effectiveness, including customer profiling, research and testing, and interactive media planning. Students learn to use the fundamental principles of direct marketing to create hi-tech campaigns using the latest technology. In this newly revised second edition, the text has been updated to reflect the most recent innovations in online advertising and customer interaction. Among these additions are sections on blogging, social networks, and search engine advertising. The Foundations of Direct & Interactive Marketing (D&IM); Integrated Marketing Communication (IMC):  The Message & Media Decisions in Direct & Interactive Marketing; Response, Measurement & Metrics of Direct & Interactive Marketing; Applications & Future Directions of Direct & Interactive Marketing  A career in marketing today increasingly requires direct marketing and online marketing skills. Spiller/Baier prepares students with everything they need in order to plan and execute interactive and direct marketing campaigns using today’s latest technology.

Product Description: This is the classic primer on how to make the creative plan fit into and support the marketing plan, and develop creative ideas that are strategically accurate and tactically effective. And, in this time of multiplying media forms, the author shows how to develop creative plans, strategies, and ideas that integrate different media forms and platforms that create more effective and more profitable marketing communications programs...read more

Product Description: This book is the first to focus exclusively on International direct marketing (IDM), integrating state-of-the-art knowledge, best practice and unique data. The first part is a comprehensive, well-structured review, covering all relevant sources from academic journals to practitioner magazines...read more

Drayton Bird's Commonsense Direct and Digital Marketing is not only seen as the authority on direct marketing execution but is also widely appreciated for its engaging, non-nonsense style. The latest edition takes the book into new territory -- the field of digital marketing. It gives the marketer the tools, techniques and structures needed to produce effective and profitable marketing across the direct marketing spectrum, from simple letter to focused web-based campaigns. For anyone involved in direct marketing, this book provides not just the structure for success but also an energizing insight into the techniques behind some of the world's most successful direct marketing campaigns.

Field marketing can be differentiated from all other marketing activities because it is face-to-face direct marketing. Field marketing includes direct selling promotions, exhibitions, merchandising, auditing, demonstrations, and mystery shopping. Individually or combined, these activities develop brands, and when implemented they can significantly increase the brand's return on investment. The Handbook of Field Marketing explains both the principles and practices involved in field marketing.  The authors reveal the most successful field marketing techniques to ensure profitable brand maximization, whether measured by brand visibility, product availability, positioning, performance against competitors, or overall sales record. Including numerous examples, self-study questions, and proven recommendations for success, this book offers a blueprint for best practice, enabling marketers to carry out robust and meaningful brand research.

Product Description: Offering a common language, better processes, and a set of practical tools, Convergence Marketing is a real-world guide that successfully combines the best of brand and direct into something more powerful and effective than either can be on its own...read more

Product Description: An up-to-date introduction to all aspects of direct and database marketing, focusing on direct marketing whilst marrying academic principles with the practicalities of the commercial world. Approached from a practitioner point of view.

Product Description: If you’re a student of selling by mail, you may have wondered why “experts” write book after book and magazine article after magazine article about letters ... and almost nothing about the envelopes housing those letters. The reason I do is one that becomes obvious the first time you create a brilliant, award-winning, irresistible direct mail campaign ...read more