Changing the Channel: 12 Easy Ways to Make Millions for Your Business

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Changing the Channel: 12 Easy Ways to Make Millions for Your Business

Format:  Hardcover,

285 pages

Publisher: John Wiley & Sons Inc

Publish Date: Oct 2008

ISBN-13: 9780470375020

ISBN-10: 0470375027

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Book Information

The following content was provided by the publisher.

An all-encompassing guide to making the most from multi-channel marketing

Written in a straightforward and accessible style, "Changing the Channel" offers you a detailed look at twelve of today's most important marketing channels-explaining how each one works individually as well as in conjunction with each other, leveraging the power of your message for explosive profits.

Page by page, you'll become familiar with a variety of approaches, including direct online marketing, social media, public relations, radio and television advertising, direct space ads, event marketing, telesales, telemarketing, joint ventures, affiliate marketing, and direct mail.Discusses how to create successful marketing campaigns by using a mix of different marketing channelsOffers some smart ways to track customer buying habits with a database that covers all marketing channelsHelps you learn how to develop profitable relationships with your customers through frequent contact and by providing free quality content-not just sales pitches

With this book as your guide, you'll quickly discover how marketing across multiple channels can help develop quality customer relationships and improve the bottom line of your business.

Specifications

Author:
Author:
Publisher: John Wiley & Sons Inc
Publish Date: Oct 2008
ISBN-13: 9780470375020
ISBN-10: 0470375027
Format: Hardcover
Number of Pages: 285
Shipping Weight (in pounds): 2.0
Product in Inches (L x W x H): 6.1 x 1.2 x 9.0

Chapter outline

Forewordp. ix
Acknowledgmentsp. xiii
Introduction: Shopping for Homes: Easier, Faster, Cheaperp. 1
Marketing in the Twenty-First Century: How Quickly Things Have Changedp. 5
DRM" and "MCM": The Two Most Important Acronyms in Advertising Todayp. 15
Direct-Response Online Marketing: Squeezing the Juice Out of the Low-Hanging Fruitp. 31
Social Media: Informal Communication, Powerful Profitsp. 49
Search Engine Marketing: Busting Myths and Driving Salesp. 63
Teleconferences: All You Need Is a Phone and Good Ideasp. 89
Direct Mail: An Old Dog That Still Knows a Few Tricksp. 99
Direct Print: Getting More Than Ever for Your Ad Dollarp. 119
Direct-Response Television: Why Super Bowl Ads Don't Workp. 133
Direct-Response Radio: Music, News, Sports, and Talk = Moneyp. 145
Telemarketing: Inbound, Outbound, Money-Boundp. 153
Joint Ventures: Only Streets Should Be One-Wayp. 165
Event Marketing: Having Fun with Your Customersp. 179
Public Relations: Man Bites Dog; Man Gets Famousp. 203
The Incredible Power of a Multi-Channel Campaignp. 211
Conclusion: Smoking at Joe'sp. 225
Examples of Adsp. 235
Notesp. 269
About the Authorsp. 273
Indexp. 277

Book description

An all-encompassing guide to making the most from multi-channel marketing

Written in a straightforward and accessible style, Changing the Channel offers you a detailed look at twelve of today's most important marketing channels-explaining how each one works individually as well as in conjunction with each other, leveraging the power of your message for explosive profits.

Page by page, you'll become familiar with a variety of approaches, including direct online marketing, social media, public relations, radio and television advertising, direct space ads, event marketing, telesales, telemarketing, joint ventures, affiliate marketing, and direct mail.

  • Discusses how to create successful marketing campaigns by using a mix of different marketing channels
  • Offers some smart ways to track customer buying habits with a database that covers all marketing channels
  • Helps you learn how to develop profitable relationships with your customers through frequent contact and by providing free quality content-not just sales pitches

With this book as your guide, you'll quickly discover how marketing across multiple channels can help develop quality customer relationships and improve the bottom line of your business.

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