By Jerry I. Reitman, James G. Oates
Learn how 28 experts from fields as assorted as communications, media, checklist brokerage, retail, publishing, and business enterprise administration consider tendencies will effect all direct advertising different types and realize inventive options, instruments, and methods that would upload new strength in your direct advertising and marketing arsenal. you can find out easy methods to:
-- remedy the strategic demanding situations of a world environment
-- Craft messages that stand out
-- combine telemarketing into print, mail, and broadcast campaigns
Read or Download Beyond 2000: The Future of Direct Marketing PDF
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Extra resources for Beyond 2000: The Future of Direct Marketing
Integrated means integrated. Anduh ohit means leaving both your ego and your greed at the door. Therein lies the problem integrated marketing has had and probably will continue to have, until advertising agencies change their structures. Page 17 Academicians Love It At least half the seminars on integrated marketing are delivered by academicians. There is nothing wrong with that, except that academicians are by their nature theoreticians and not hands-on practitioners. This enables them to, well, to theorize Since the theory of integrated marketing is totally sound, these lecturers are totally safe.
It's about the future of our daily life! Erik Van Vooren President Montreux Symposium Switzerland The trouble with discovering and exploring new worlds is that one never knows exactly what to pack. Beyond 2000 calls on some of the best minds in direct marketing to take their best shot at predicting just what might be needed in the way of luggage, as we direct marketers set sail for the new world of exploding technology . . Beyond 2000 not only sets the historical context for what is happening but explores the possible impact it will have on our lives as marketers.
So our scenario consists of a flow from database marketing to integrated marketing and integrated marketing communications and finally to customized mass marketing. Will the market and the industry evolve that way? Buy the next edition of this book and find out. Page 15 Chapter 2 Integrated Marketing Uncertain Today, Less Certain Tomorrow Carol Nelson Carol Nelson is Executive Vice President of Communicomp, based in Plantation, Florida. Previously she was General Manager and Creative Director for Cohn & Wells, Chicago, a full-service international direct marketing agency.