Targeted at those directly involved in sales and marketing, advertising agencies, sales promotion agencies and students taking sales and marketing courses, this text covers the integration of sales promotion and direct marketing in the marketing mix.
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From the Publisher
Interactive Marketing teaches students 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.
From the Back Cover
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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1 of 1 people found the following review helpful:
5.0 out of 5 stars
Shows how to integrate todays marketing techniques,
By A Customer
This review is from: Interactive Marketing (Hardcover)
Philip Kotler kindly said 'Martin Williams offers an exciting and practical picture of the new roads that companies must take to maximise the impact of their marketing expenditures'
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