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The first nonfiction business book to offer a clear, narrative depiction of the value of sales and marketing alignment and the process of how to go about achieving it.
If you are looking to understand social media marketing, search engine optimization, blogging, digital public relations, Google, and more, then this book is for you.
5 new readings and 10 new cases this edition! Includes 18 readings by leaders in Integrated Marketing Communications and 23 B2B and B2C cases, instructor's manual, and web site.
right time—at exactly the moment that customer develops a need for your product or service. Follow That Customer! is the first complete handbook of EDM. It covers everything from theory to process management to profitability calculations, database analyses, and legislation.
Promises Management is a business management process that enables executives to match their organizations' promises with what they can and do deliver. It gives leaders a method for avoiding overpromising - the greatest pitfall in business today - and instead create satisfied, loyal customers who believe what you promise and, if you make a mistake, will give you the benefit of the doubt.
marketing ad agency, and became wealthy. Here are his success secrets…plus his personal experiences from meeting celebrities to chasing the Chicago Cubs.
In one slim volume you’ll discover a unique amalgam of what-to-do and what-not-to-do when marketing online. Another benefit implicit in this book is the author’s ability to distill marketing wisdom into concise, to-the-point mini-rules you can use immediately. No time wasted here, plowing through pages of turgid text. 
on how to successfully build a marketing performance measurement system that meets your needs. The book features handy worksheets to summarize your findings, highlight significant results, and customize concepts and measurement tools. 
especially in a world of continuous rapid-fire media innovations because it provides the real acid test – and demands the discipline necessary – for creating persuasive marketing messages with persuasion, relevance and power to sell your product today and build your brand for tomorrow.
Direct marketing has always been accountable and measurable, and now with the various digital media formats and computer technology, it is more interactive and precise than ever before. This book builds on the traditional foundations of direct marketing that are still applicable today, and it extends into the future where continuous digital innovations are transforming the marketing landscape.
To become a successful direct and interactive marketer, it is vital to stoke your creative fires: to move beyond the obvious formula and format to discover fresh words and pictures that overcome inertia and incite prospects to action.
The authors cover campaign performance management, hunting versus farming, developing segments, using analytics and testing, improving customer loyalty and retention, and more. They explain how to create powerful subject lines, how to use interactivity and viral marketing, how to listen to customers, how to apply your strategies to specific types of markets. 
Newly minted MBAs, flush with confidence, are often heard to say, “Forget that other stuff. Just give me your number. Tell me what metric you’re using.” This guide does much more than just give you a number or a one-size-fits-all formula. It provides wise counsel for identifying which metrics matter most to your organization and practical guidance for putting all the sophisticated marketing tools to profitable use in your company.
As a business person, you probably have more data and more kinds of data available than ever before. But has it helped? Sometimes, maybe. But, for many executives more data has just added more fuel to feed the fire of their love/hate relationship with it. You love it when it gives you good information about which markets to pursue or how to compete more effectively. But you hate it when you can’t get sales figures in time or worse still, when they don’t reflect "reality."
ideas is the critical to succeedinig in one's personal and professional lives. The author, a longtime successful marketing and sales executive, gives expert guidance on how anyone can become a professional communicator and succeed at work. 
showing how to apply sophisticated marketing tools to each industry sector and each technology. If you are in Telecom, the marketing insights here could make this your survival manual. If not, you still will find invaluable insights to tailor to your company’s marketing strategies and programs.
you can turn those cold prospects into hot customers. James Obermayer, a true expert in lead generation, details the process of identifying leads and effectively handling them. Both beginning and experienced marketing executives will refer to this valuable guide every day.
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