- Spiral-bound: 271 pages
- Publisher: Racom Communications; 1 edition (November 18, 2004)
- Language: English
- ISBN-10: 0324200579
- ISBN-13: 978-0324200577
- Product Dimensions: 6 x 1 x 9 inches
- Shipping Weight: 1.3 pounds
- Average Customer Review: 2 customer reviews
- Amazon Best Sellers Rank: #6,739,760 in Books (See Top 100 in Books)
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NEW MARKETING CONVERSATION 1st Edition
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"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."
About the Author
Donna Baier Stein is a leading direct marketing practitioner, educator, and author. President of Baier Stein Direct, she has been a direct mail and internet copywriter for 25 years, working for publishers, associations, fundraisers, consumers, and B2B organizations, generating millions of dollars in revenue and earning CAPLES, MAXI, AMBIT and other coveted awards for her clients. A popular speaker, she regularly conducts creative and copywriting seminars for the Direct Marketing Association, as well as in-house programs for clients across the country. She has taught copywriting and writing for several universities including Virginia Commonwealth University, University of Missouri at Kansas City, Fairleigh-Dickinson University, New York University, and Johns Hopkins University. A co-author of Write on Target (NTC, 1997; McGraw-Hill, 2002), Stein is a past board member of the Direct Marketing Association of Washington and a past President of the New England Direct Marketing Association. She is also the New England association's 2003 Direct Marketer of the Year. Stein is also a recipient of the PEN/New England Discovery Award for Fiction and many other awards for fiction and poetry. She also acts as publisher of TIFERET: A Journal of Spiritual Literature.