Opt-in marketing

Increase sales exponentially with consensual marketing

Ernan Roman, Scott Hornstein

296 pages, parution le 12/07/2004

Ajouter à une liste

Indisponible

Résumé

From junk mail blockers to do-not-call lists, potential buyers today are more interested in opting out than listening to marketers messages. Opt-In Marketing offers a prescriptive plan for reversing this dangerous trend. This hard-hitting book is based on a program that increased sales at IBM by 80 percent in one year and features sidebars from industry luminaries and examples from Fortune 500 firms. It outlines a 10-point blueprint for rethinking customer care and is the perfect guide for marketers looking to once again be seen as partners instead of predators.

Sommaire

Bringing the benefits of CMO to your company
Step one: focus on the customer relationship and increase your profitability now, and over time
Step two: voice of consumer research - learning customer messaging and communication needs and preferences
Step three: how to integrate media and message
Step four: let's get real about e-marketing
Step five: rethinking customer care
Step six: metrics that fuel continuous improvement
Step seven: checklists to help you implement consensual marketing

Voir tout

Replier

Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Ernan Roman, Scott Hornstein
Parution	12/07/2004
Nb. de pages	296
Format	16 x 23,5
Couverture	Relié
Poids	604g
Intérieur	Noir et Blanc
EAN13	9780071435284
ISBN13	978-0-07-143528-4