Direct and Interactive Marketing

If E-Commerce Isn't A Silver Bullet, What Is? How to Use CRM Tools, Interactive Marketing, Online Marketplaces and Other New Technologies to Drive Revenue Growth Five years into the "e-business revolution" most businesses are still struggling to harness the power of new marketing technologies and stretch their sales and marketing dollars. "Beyond 'e' will help sales and marketing executives see through the smoke of current e-business fads to understand the fundamentals of marketing strategy, and how to apply them in the midst of powerful and confusing new technologies. "Beyond 'e' reveals how leading-edge businesses--from IBM, Eastman Chemical, e-Bay, Citigroup, Dell, and others--use cutting edge technology to to improve everything from sales force efficiency to brand management and email marketing. Based on thousands of interviews with sales and marketing managers in Global 2000 companies, this essential guide to smarter marketing through technology covers: Ways to repackage or redesign products for Web-based distribution channels New approaches for managing an ever-expanding number of third-party distribution channels Ways to transform your call center from a phone-answering department to a high-impact sales team "Beyond "e" explains the benefits of today's complex technologies in language anyone can understand, and reveals what marketing executives must do over the short- and long-term to master today's technologies--and win customers. ""Beyond "e" hits home on the emerging theme of sales force effectiveness, and looks beyond the e-business fads that have burned many managers. It's a tactical handbook for anyone struggling with the fundamentals of using technology tomaximize their sales and marketing efforts." --Don Peppers, President, Peppers and Rogers Group ""Beyond e goes beyond the typical marketing fluff. We began implementing these ideas immediately" --Robert Stagno, Vice President of Worldwide Direct Marketing, IBM ..".

Unique in its incredible thoroughness, this is the most comprehensive direct/interactive marketing book on the market. Current and relevant concepts--customer relationships, database marketing, information privacy, telemarketing, research and testing, global and ethical issues, and more--will prepare individuals to be competitive in the job market and workforce. Other "hot topics" include legal issues, non-profit organizations, business-to-business applications, customer service and fulfillment, and creative and quantitative issues. For any business professionals working for a for-profit or nonprofit business or governmental agency; professionals of businesses of any size; and entrepreneurs.

Direct marketing - Direct marketing is a form of marketing that attempts to send its messages directly to consumers, using "addressable" media, such as mail. Therefore, direct marketing differs from regular advertising in that it does not place its messages on a third party medium, or in the public market, such as a billboard or a radio commercial would.

Direct response marketing - Direct response marketing is a form of marketing designed to solicit a direct response which is specific and quantifiable. The delivery of the response is direct between the viewer and the advertiser, that is, the customer responds to the marketer directly.

Database marketing - Database marketing is a form of direct marketing using databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes. The method of communication can be any addressable medium, as in direct marketing.

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