Includes index.

. MARKETING CONVERSATIONS. 1. The New Marketing Conversation. 2. The Role of Research and Testing in Your Marketing Conversation. 3. Developing a Winning Communications Strategy. II. THE MEDIA OF THE CONVERSATION. 4. Direct Mail. 5. Telemarketing. 6. Radio. 7. Television. 8. Newsletters. 9. E-Mail. 10. The Web. 11. Wireless. II. MARKETING CONVERSATIONS IN ACTION. 12. Putting it Together: Integrating Media for Maximum Results. 13. Action Plan for Building Your New Marketing Conversation. Case Studies. Author Biographies. Index.

Written for practitioners from the executive level to the operational level, THE NEW MARKETING CONVERSATION: CREATING AND STRENGTHENIN RELATIONSHIPS BETWEEN BUYERS 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.