The New Marketing Conversation : Creating and Strengthening Relationships Between Buyers and Sellers

Among the many lessons unraveled after the dot.com bust is the importance to speak with one voice in all communications. That integration means convergence. Written for practitioners from the executive level to the operational level, Creating Marketing Conversations Between Customers 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. Creating Marketing Conversations Between Customers and Sellers delivers tools and strategies valuable to professionals from all areas of marketing communications, as well as general, executive-level management.

Donna Baier Stein is a leading direct marketing practitioner, educator, and author. President of Baier Stein Direct, she has been a direct mail and internet copywriter for 25 years, working for publishers, associations, fundraisers, consumers, and B2B organizations, generating millions of dollars in revenue and earning CAPLES, MAXI, AMBIT and other coveted awards for her clients. A popular speaker, she regularly conducts creative and copywriting seminars for the Direct Marketing Association, as well as in-house programs for clients across the country. She has taught copywriting and writing for several universities including Virginia Commonwealth University, University of Missouri at Kansas City, Fairleigh-Dickinson University, New York University, and Johns Hopkins University. A co-author of Write on Target (NTC, 1997; McGraw-Hill, 2002), Stein is a past board member of the Direct Marketing Association of Washington and a past President of the New England Direct Marketing Association. She is also the New England association's 2003 Direct Marketer of the Year. Stein is also a recipient of the PEN/New England Discovery Award for Fiction and many other awards for fiction and poetry. She also acts as publisher of TIFERET: A Journal of Spiritual Literature.

Alexandra MacAaron is a direct marketing creative consultant, based in Marblehead, MA. She brings with her nearly two decades of experience in direct marketing, advertising and new media communications. Over the years, she has produced results-driven work for clients such as, Polaroid, Forrester Research, Eddie Bauer, Club Med, Sony, Bell Atlantic, Stride Rite, HBO and Chevrolet. Alex is the recipient of dozens of advertising industry awards, including 3 DMA Gold ECHOs; the BPME Gold Award for Broadcast Promotion; and the "Best of Show" Silver Microphone for a jingle package. She frequently lectures at universities and professional associations. Alex is also the 2003-2004 President of the New England Direct Marketing Association.