Integrated Direct Marketing - Hardcover

Ernan Roman

Hardcover

ISBN 10: 0844233498 ISBN 13: 9780844233499

Publisher: McGraw-Hill, 1995

Synopsis

"The days of dominance by a single advertising medium--TV for the image-building and direct mail for the direct marketer--are over. Ernan Roman's seminal vision of media integration offers a clear path to new heights of marketing effectiveness." -- Stan Rapp Chairman, Cross Rapp Associates Author of Maximarketing and Beyond Maximarketing "The integrated direct marketing process reminds us to contact customers and prospects on their terms, not ours. Customers want to be treated like individuals, not averages. Ernan Roman helps us realize that, with the right data, customer relationships can still be one-to-one without being face-to-face." -- J. Michael Lawrie U.S. Vice President and Area General Manager IBM Corporation "Ernan Roman, in this new volume, confronts the extraordinary changes in database technologies that are shaping the communications of tomorrow. A valuable resource for all marketers aiming for the highest return on their marketing investment." -- Jonah Gitlitz President, Direct Marketing Association "An important how-to book for any marketer serious about rationalizing the marketing communications budget and improving ROI." -- Don Pepper Co-author of The One to One Future: Building Relationships One Customer at a Time "The essential bootstrapper's guide to high-impact marketing. . . . If you're running an entrepreneurial company, buy this book, read it, make your management team read it, and begin implementing the ideas today." -- George Gendron Editor-in-Chief Inc. magazine

About this title

From the Back Cover:

"Ernan Roman pioneered the linking and sequencing of different communication tools to achieve high purchase impact. He demonstrates the impressive results of integrated direct marketing and points to where today's marketing thinking and practice are heading." -- Philip Kotler J. L. Kellogg Graduate School of Management, Northwestern University Sales and marketing are undergoing a trial by fire-the fire of customers' demands for highquality products and services and for targeted, relevant communications. Ernan Roman's revolutionary process, Integrated Direct Marketing (IDM), is now accepted as the most effective go-to-market strategy for today's competitive and fast-changing market conditions. Since publication of his landmark book in 1988, Roman has been the leader of the rapid development and acceptance of IDM as the marketing strategy of choice. This completely new and expanded work shows how companies, large and small, have used IDM to keep ahead of the changes that are transforming the sales and marketing industry. This book:

• Positions Integrated Direct Marketing as a proven multimedia strategy that delivers exceptionally high return on marketing investment.
• Explains how businesses can synchronize advertising, direct mail, telemarketing, and field sales to maximize the strengths of each medium for unparalleled productivity.
• Demonstrates Integrated Direct Marketing's success in generating double-digit response, increasing the quality and quantity of leads, decreasing the cost of sale and time to sale, and increasing average order and overall profitability.
• Integrates the database to drive the marketing process, meeting the specific needs and preferences of individual customers and prospects.
• Explains the creative process of developing mutually supportive multimedia campaigns that cut through the clutter to deliver consistent and powerful sales messages.
• Shows how to significantly enhance the value of your customer base and turn prospects into high-value, long-term customers by understanding buying cycles, managing customer contacts and creating programs and offers that enhance lifetime value.
• Describes how IDM has been successfully implemented at some of the largest companies in the world--IBM, AT&T and HewlettPackard--as well as smaller companies in a broad range of business categories.
• Provides detailed planning and measurement tools to help you develop your own IDM plan -with step-by-step guidance to put IDM into action at your organization and improve your return on marketing investment.

Integrated Direct Marketing will help you increase sales . . . generate more qualified leads . . . build customer relationships . . . reduce marketing costs . . . enhance lifetime value. Ernan Roman has made it happen at many leading enterprises. It can happen at yours.

About this edition

• Publisher: McGraw-Hill
• Publication date: 1995
• ISBN 10: 0844233498
• ISBN 13: 9780844233499
• Binding: Hardcover
• Edition number: 1
• Number of pages: 240