The New Marketing Conversation: Creating and Strengthening Relationships Between Buyers and Sellers [Hardcover]

Donna Baier Stein (Author), Alexandra MacAaron (Author)

Book Description

ISBN-10: 0324200579 | ISBN-13: 978-0324200577 | Publication Date: November 16, 2004 | Edition: 1

Among the many lessons unraveled after the dot.com bust is the importance to speak with one voice in all communications. That integration means convergence. Written for practitioners from the executive level to the operational level, Creating Marketing Conversations Between Customers and Sellers helps readers improve their ability to develop and execute creative strategy that integrates online and offline media - from short -and long-form print to video and electronic. This cutting-edge book presents convergence in the broader marketing context but also emphasizes principles related to direct marketing. Creative strategy is a direct - and critical - extension of overall business and marketing strategy and branding. Creating Marketing Conversations Between Customers and Sellers delivers tools and strategies valuable to professionals from all areas of marketing communications, as well as general, executive-level management.

Editorial Reviews

Review

"Throw out the old marketing paradigms! Today, marketing success demands that you engage the customer, and this book take this concept to the next level with the roadmap on how to do it. Learn the art and science of winning marketing strategies that will ensure all touchpoints in your conversation achieve your best objectives, deliver results, and build your brand."

"This book provides concrete examples and a detailed work plan to achieve marketing success while remembering the all-important Return On Investment. The New Marketing Conversation will keep you conversing for years."

"When you meet someone and let him or her do the talking and you just listen, they'll usually leaving thinking, 'that person is a great conversationalist.' Research backs that up and in marketing today the same practice applies. People are bombarded by some 600 contacts a day and are apt to respond best to those who they know care and listen. Donna Baier-Stein and Alexandra MacAaron get it and with The New Marketing Conversation they offer a welcome and needed guide to starting a conversation with your customers that lets them take the lead. Read this book and learn how to use multiple channels to let customers know you are listening and how to accommodate changing tastes and trends instead of crafting them."

"Donna Baier Stein's and Alexandra MacAaron's The New Marketing Conversation is the definitive primer on direct marketing."

"Solid theory and proven practice…all in one informative volume. If your budget allows only one book in your marketing library this must be it. In it you'll learn how the basic direct marketing principles must apply across a broad spectrum of today's marketing channels--direct mail, radio, TV, the Web, newsletters, telemarketing, email, and wireless. Before you write even one word make sure to look carefully at the chapters on developing a communications strategy and the 'media of conversation.' It's in these critical early thinking stages that a marketing campaign is often won or lost. And, because the authors are two solid practicing direct marketing professionals, they give you the specifics on how to put their proven principles to work."

Product Details

• Hardcover: 271 pages
• Publisher: South-Western Educational Pub; 1 edition (November 16, 2004)
• Language: English
• ISBN-10: 0324200579
• ISBN-13: 978-0324200577
• Product Dimensions: 9.2 x 6.3 x 1.1 inches
• Shipping Weight: 1.3 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #832,090 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

5.0 out of 5 stars Engaging Dialogue with your consumer, April 2, 2005

By 

Pam B. Kusma - See all my reviews
(REAL NAME)   

This review is from: The New Marketing Conversation: Creating and Strengthening Relationships Between Buyers and Sellers (Hardcover)

To succeed in today's market, one needs to be able to engage their customer each and every time. The New Marketing Conversation is a great resource to help better connect and sustain customer relationships no matter the type of media outlet one is using. I highly recommend purchasing The New Marketing Conversation : Creating and Strengthening Relationships Between Buyers and Sellers by Stein and MacAaron.

1 of 1 people found the following review helpful:

5.0 out of 5 stars A Comprehensive Model for Marketing in the New Millennium, March 21, 2005

By 

Robert B. Cargill "Creative Director and Copy... (Sudbury, MA) - See all my reviews
(REAL NAME)   

This review is from: The New Marketing Conversation: Creating and Strengthening Relationships Between Buyers and Sellers (Hardcover)

Whether you're just starting out in the industry or have 20 years of experience behind you, if you want to know how to communicate with consumers today, you'll want to own a copy of The New Marketing Conversation. A comprehensive model for marketing in the new millennium, it's full of practical, proven examples of not just how to reach your customers and prospects, but how to use all forms of media to build long-lasting, mutually-beneficial relationships with them. As soon as you've finished reading it, you'll find yourself talking about The New Marketing Conversation by Donna Baier-Stein and Alexandra MacAaron.