Integrated Direct Marketing [Hardcover]

Ernan Roman (Author)

Book Description

Publication Date: January 11, 1995

"The days of dominance by a single advertising medium--TV for the image-building and direct mail for the direct marketer--are over. Ernan Roman's seminal vision of media integration offers a clear path to new heights of marketing effectiveness." -- Stan Rapp Chairman, Cross Rapp Associates Author of Maximarketing and Beyond Maximarketing "The integrated direct marketing process reminds us to contact customers and prospects on their terms, not ours. Customers want to be treated like individuals, not averages. Ernan Roman helps us realize that, with the right data, customer relationships can still be one-to-one without being face-to-face." -- J. Michael Lawrie U.S. Vice President and Area General Manager IBM Corporation "Ernan Roman, in this new volume, confronts the extraordinary changes in database technologies that are shaping the communications of tomorrow. A valuable resource for all marketers aiming for the highest return on their marketing investment." -- Jonah Gitlitz President, Direct Marketing Association "An important how-to book for any marketer serious about rationalizing the marketing communications budget and improving ROI." -- Don Pepper Co-author of The One to One Future: Building Relationships One Customer at a Time "The essential bootstrapper's guide to high-impact marketing. . . . If you're running an entrepreneurial company, buy this book, read it, make your management team read it, and begin implementing the ideas today." -- George Gendron Editor-in-Chief Inc. magazine

Editorial Reviews

From the Back Cover

"Ernan Roman pioneered the linking and sequencing of different communication tools to achieve high purchase impact. He demonstrates the impressive results of integrated direct marketing and points to where today's marketing thinking and practice are heading." -- Philip Kotler J. L. Kellogg Graduate School of Management, Northwestern University Sales and marketing are undergoing a trial by fire-the fire of customers' demands for highquality products and services and for targeted, relevant communications. Ernan Roman's revolutionary process, Integrated Direct Marketing (IDM), is now accepted as the most effective go-to-market strategy for today's competitive and fast-changing market conditions. Since publication of his landmark book in 1988, Roman has been the leader of the rapid development and acceptance of IDM as the marketing strategy of choice. This completely new and expanded work shows how companies, large and small, have used IDM to keep ahead of the changes that are transforming the sales and marketing industry. This book:

• Positions Integrated Direct Marketing as a proven multimedia strategy that delivers exceptionally high return on marketing investment.
• Explains how businesses can synchronize advertising, direct mail, telemarketing, and field sales to maximize the strengths of each medium for unparalleled productivity.
• Demonstrates Integrated Direct Marketing's success in generating double-digit response, increasing the quality and quantity of leads, decreasing the cost of sale and time to sale, and increasing average order and overall profitability.
• Integrates the database to drive the marketing process, meeting the specific needs and preferences of individual customers and prospects.
• Explains the creative process of developing mutually supportive multimedia campaigns that cut through the clutter to deliver consistent and powerful sales messages.
• Shows how to significantly enhance the value of your customer base and turn prospects into high-value, long-term customers by understanding buying cycles, managing customer contacts and creating programs and offers that enhance lifetime value.
• Describes how IDM has been successfully implemented at some of the largest companies in the world--IBM, AT&T and HewlettPackard--as well as smaller companies in a broad range of business categories.
• Provides detailed planning and measurement tools to help you develop your own IDM plan -with step-by-step guidance to put IDM into action at your organization and improve your return on marketing investment.

Integrated Direct Marketing will help you increase sales . . . generate more qualified leads . . . build customer relationships . . . reduce marketing costs . . . enhance lifetime value. Ernan Roman has made it happen at many leading enterprises. It can happen at yours.

Product Details

• Hardcover: 240 pages
• Publisher: McGraw-Hill; 1 edition (January 11, 1995)
• Language: English
• ISBN-10: 0844233498
• ISBN-13: 978-0844233499
• Product Dimensions: 9.1 x 5.9 x 1 inches
• Shipping Weight: 1.4 pounds
• Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #2,258,425 in Books (See Top 100 in Books)

More About the Author

Ernan Roman Bio:

President of the marketing consultancy, Ernan Roman Direct Marketing.
Recognized as the industry pioneer who created three transformational methodologies: Integrated Direct Marketing, Opt-In Marketing, and Voice of Customer Relationship Research.

Clients include innovative Fortune and Growth companies such as Microsoft, NBC Universal, Walt Disney, Reliant Energy, Hewlett-Packard, IBM, MSC Industrial Direct, and Songza Media, Inc.

Ernan was named to "B to B's Who's Who" as one of the "100 most influential people" in Business Marketing by Crain's B to B Magazine.

His latest book on marketing best practices will be published in October, 2010 and is titled: Voice of the Customer Marketing: A Proven 5-Step Process to Create Customers Who Care, Spend, and Stay.

Ernan is also the co-author of "Opt-In Marketing: Increase Sales Exponentially with Consensual Marketing" and author of "Integrated Direct Marketing: The Cutting Edge Strategy for Synchronizing Advertising, Direct Mail, Telemarketing and Field Sales".

[e-mail]
www.erdm.com

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars Articulated the benefits of Direct Mail + Telemarketing, September 25, 1998

By 

[e-mail] (Cleveland, Ohio) - See all my reviews

This review is from: Integrated Direct Marketing (Hardcover)

Great reference. The case studies show specifically how the program works. Also, the detailed forms and plans in the appendices help you start using the material immediately. Being in the business, I found this very useful!

1 of 1 people found the following review helpful:

4.0 out of 5 stars Great concept, March 9, 1999

By A Customer

This review is from: Integrated Direct Marketing (Hardcover)

Great concept that would be fairly difficult to implement...but worth it. Excellent seminar is available from AMA. Good real-world examples and metrics.