TY  - BOOK
AU  - Stein,Donna Baier
TI  - The New Marketing Conversation: Creating and Strengthening Relationships Between Buyers and Sellers 
SN  - 0324200579
AV  - HF5415.5 .S736 2005
U1  - 658.8/12 22
PY  - 2005///
CY  - Mason, Ohio
PB  - Thomson
KW  - Customer relations
KW  - Business communication
KW  - Relationship marketing
KW  - Marketing
N1  - 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
N2  - 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
ER  -