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On public transport, in the doctor s waiting room, while downloading a video from the Internet, consumers have proved 2 to 3 times more receptive to advertising than when sitting in front of their television. Wait marketing helps companies turn consumers waiting time into the perfect opportunity to communicate in an innovative and effective way. This easy to implement method is aimed at all companies, start-ups and large corporations looking for solutions to save significant part of their budget, as well as advertisers and agencies in search of affordable solutions to increase the impact of their communication. With wait marketing advertising becomes affordable. This genuine practical guide will accompany companies in the design, implementation and follow-up of wait marketing campaigns: - How to define and negotiate a communications budget? - Which media and partners to select? - How to reach, convince and convert consumers?
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Prof. Diana Derval, inventor and guru of wait marketing, has gained a 360Â° advertising expertise from 15 years working with advertisers (TomTom, SociÃ©tÃ© GÃ©nÃ©rale, ALD Automotive, Magasins U, ViaMichelin), marketing agencies (Manalee, Purple Guru) and media (TF1 PublicitÃ©). Author of the book Wait marketing: communiquer au bon moment, au bon endroit published by Editions d'Organisation, Harvard Business School Press partner in Europe, Diana Derval has a Masters Degree in Marketing & Communications and holds an Executive MBA from ESSEC-Mannheim Business School. Founder of DervalResearch, Diana Derval helps companies define and implement winning communications strategies. She initiated the Wait Marketing Research Centre a must have tool in order to communicate at the right moment at the right place which offers exclusive data on customers waiting behavior gathered in Europe, Africa, Asia and North America. Diana Derval is Professor of Marketing at the University of Wales MBA/Robert Kennedy College and gives lectures and workshops on wait marketing and contextual advertising at other prestigious Business Schools and leading professional associations.Review:
"Convincing" --Résumés, Expansion's Selection of the Best Business Books, n°105, March 2007.
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