Stan Rapp
Reinventing Interactive and Direct Marketing: Leading Experts Show How to Maximize Digital ROI with iDirect and iBranding Imperatives
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Reinventing Interactive and Direct Marketing: Leading Experts Show How to Maximize Digital ROI with iDirect and iBranding Imperatives
1st Edition
By Stan Rapp
ISBN10: 0071638024
ISBN13: 9780071638029
Copyright: 2010
ISBN10: 0071638024
ISBN13: 9780071638029
Copyright: 2010
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The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.
The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.
Program Details
Foreword Rick Milenthal, CEO, Engauge
What Is iDirect Marketing?
Introduction Stan Rapp, Chairman, Engauge
Chapter 1: Time for Marketing to Really Get Direct about Creating Value
John Greco, President and CEO, Direct Marketing Association
Chapter 2: Perplexing New Realities Marketers Face Today
Richard Cross, CEO, Cross World Network and Coauthor of Customer Bonding
Chapter 3: Media Allocation for a Mass Networking Era
Don Schultz, Ph.D., Professor Emeritus-in-Service of Integrated Marketing Communication, Northwestern University
Chapter 4: Direct Goes Emotional with New iDTV Advertising
Lucas Donat, CEO, Donat/Wald, a Pioneering iDTV Agency
Chapter 5: More Sales, Less Cost: Optimizing Each Consumer Engagement
Michael Caccavale, Founder and CEO, Pluris Marketing
Chapter 6: SEM and SEO: Core Drivers of iDirect Success
David Hughes, CEO, The Search Agency
Chapter 7: Mobile: Holding iDirect in the Palm of Your Customer’s Hand
Michael Becker, Cofounder and Vice President Mobile Strategies of iLoop Mobile; Coauthor Web Marketing All-in-One for Dummies, Contributing Author to Mobile Internet for Dummies, and Coeditor of the International Journal of Mobile Marketing
Chapter 8: Using Psychology to Drive Digital Behavior
Melissa Read, Ph.D.,Vice President of Research and Innovation, Engauge
Chapter 9: E-Mail Life Support at Home and the Office
Jeanniey Mullen, Executive Chairwoman, E-Mail Experience Council (eec); Executive Vice President and Chief Marketing Officer, Zinio and VIVmag LLC; and Coauthor of Email Marketing: An Hour a Day
Chapter 10: Conversation: What Matters Most for Marketers Now
Joseph Jaffe, Author, Join the Conversation; President and Chief Interruptor, crayon Greg Verdino, Chief Strategy Officer of the Marketing Consultancy, crayon
Chapter 11: iDirect Marketing at Best Buy for Business
Janet Rubio, Chief Insights Officer, Engauge
Chapter 12: iBrands: The New Face of the Consumer
Michael McCathren, Conversation Catalyst, Chick-fil-A, Inc.
Chapter 13: The Keys to iDirect Marketing Success
Tim Suther, Senior Vice President, Global Multichannel Marketing Services, Acxiom
Appendix
Index
Meet the Authors
About DMA
About Engauge
About Stan Rapp
What Is iDirect Marketing?
Introduction Stan Rapp, Chairman, Engauge
Chapter 1: Time for Marketing to Really Get Direct about Creating Value
John Greco, President and CEO, Direct Marketing Association
Chapter 2: Perplexing New Realities Marketers Face Today
Richard Cross, CEO, Cross World Network and Coauthor of Customer Bonding
Chapter 3: Media Allocation for a Mass Networking Era
Don Schultz, Ph.D., Professor Emeritus-in-Service of Integrated Marketing Communication, Northwestern University
Chapter 4: Direct Goes Emotional with New iDTV Advertising
Lucas Donat, CEO, Donat/Wald, a Pioneering iDTV Agency
Chapter 5: More Sales, Less Cost: Optimizing Each Consumer Engagement
Michael Caccavale, Founder and CEO, Pluris Marketing
Chapter 6: SEM and SEO: Core Drivers of iDirect Success
David Hughes, CEO, The Search Agency
Chapter 7: Mobile: Holding iDirect in the Palm of Your Customer’s Hand
Michael Becker, Cofounder and Vice President Mobile Strategies of iLoop Mobile; Coauthor Web Marketing All-in-One for Dummies, Contributing Author to Mobile Internet for Dummies, and Coeditor of the International Journal of Mobile Marketing
Chapter 8: Using Psychology to Drive Digital Behavior
Melissa Read, Ph.D.,Vice President of Research and Innovation, Engauge
Chapter 9: E-Mail Life Support at Home and the Office
Jeanniey Mullen, Executive Chairwoman, E-Mail Experience Council (eec); Executive Vice President and Chief Marketing Officer, Zinio and VIVmag LLC; and Coauthor of Email Marketing: An Hour a Day
Chapter 10: Conversation: What Matters Most for Marketers Now
Joseph Jaffe, Author, Join the Conversation; President and Chief Interruptor, crayon Greg Verdino, Chief Strategy Officer of the Marketing Consultancy, crayon
Chapter 11: iDirect Marketing at Best Buy for Business
Janet Rubio, Chief Insights Officer, Engauge
Chapter 12: iBrands: The New Face of the Consumer
Michael McCathren, Conversation Catalyst, Chick-fil-A, Inc.
Chapter 13: The Keys to iDirect Marketing Success
Tim Suther, Senior Vice President, Global Multichannel Marketing Services, Acxiom
Appendix
Index
Meet the Authors
About DMA
About Engauge
About Stan Rapp
Foreword Rick Milenthal, CEO, Engauge
What Is iDirect Marketing?
Introduction Stan Rapp, Chairman, Engauge
Chapter 1: Time for Marketing to Really Get Direct about Creating Value
John Greco, President and CEO, Direct Marketing Association
Chapter 2: Perplexing New Realities Marketers Face Today
Richard Cross, CEO, Cross World Network and Coauthor of Customer Bonding
Chapter 3: Media Allocation for a Mass Networking Era
Don Schultz, Ph.D., Professor Emeritus-in-Service of Integrated Marketing Communication, Northwestern University
Chapter 4: Direct Goes Emotional with New iDTV Advertising
Lucas Donat, CEO, Donat/Wald, a Pioneering iDTV Agency
Chapter 5: More Sales, Less Cost: Optimizing Each Consumer Engagement
Michael Caccavale, Founder and CEO, Pluris Marketing
Chapter 6: SEM and SEO: Core Drivers of iDirect Success
David Hughes, CEO, The Search Agency
Chapter 7: Mobile: Holding iDirect in the Palm of Your Customer’s Hand
Michael Becker, Cofounder and Vice President Mobile Strategies of iLoop Mobile; Coauthor Web Marketing All-in-One for Dummies, Contributing Author to Mobile Internet for Dummies, and Coeditor of the International Journal of Mobile Marketing
Chapter 8: Using Psychology to Drive Digital Behavior
Melissa Read, Ph.D.,Vice President of Research and Innovation, Engauge
Chapter 9: E-Mail Life Support at Home and the Office
Jeanniey Mullen, Executive Chairwoman, E-Mail Experience Council (eec); Executive Vice President and Chief Marketing Officer, Zinio and VIVmag LLC; and Coauthor of Email Marketing: An Hour a Day
Chapter 10: Conversation: What Matters Most for Marketers Now
Joseph Jaffe, Author, Join the Conversation; President and Chief Interruptor, crayon Greg Verdino, Chief Strategy Officer of the Marketing Consultancy, crayon
Chapter 11: iDirect Marketing at Best Buy for Business
Janet Rubio, Chief Insights Officer, Engauge
Chapter 12: iBrands: The New Face of the Consumer
Michael McCathren, Conversation Catalyst, Chick-fil-A, Inc.
Chapter 13: The Keys to iDirect Marketing Success
Tim Suther, Senior Vice President, Global Multichannel Marketing Services, Acxiom
Appendix
Index
Meet the Authors
About DMA
About Engauge
About Stan Rapp
What Is iDirect Marketing?
Introduction Stan Rapp, Chairman, Engauge
Chapter 1: Time for Marketing to Really Get Direct about Creating Value
John Greco, President and CEO, Direct Marketing Association
Chapter 2: Perplexing New Realities Marketers Face Today
Richard Cross, CEO, Cross World Network and Coauthor of Customer Bonding
Chapter 3: Media Allocation for a Mass Networking Era
Don Schultz, Ph.D., Professor Emeritus-in-Service of Integrated Marketing Communication, Northwestern University
Chapter 4: Direct Goes Emotional with New iDTV Advertising
Lucas Donat, CEO, Donat/Wald, a Pioneering iDTV Agency
Chapter 5: More Sales, Less Cost: Optimizing Each Consumer Engagement
Michael Caccavale, Founder and CEO, Pluris Marketing
Chapter 6: SEM and SEO: Core Drivers of iDirect Success
David Hughes, CEO, The Search Agency
Chapter 7: Mobile: Holding iDirect in the Palm of Your Customer’s Hand
Michael Becker, Cofounder and Vice President Mobile Strategies of iLoop Mobile; Coauthor Web Marketing All-in-One for Dummies, Contributing Author to Mobile Internet for Dummies, and Coeditor of the International Journal of Mobile Marketing
Chapter 8: Using Psychology to Drive Digital Behavior
Melissa Read, Ph.D.,Vice President of Research and Innovation, Engauge
Chapter 9: E-Mail Life Support at Home and the Office
Jeanniey Mullen, Executive Chairwoman, E-Mail Experience Council (eec); Executive Vice President and Chief Marketing Officer, Zinio and VIVmag LLC; and Coauthor of Email Marketing: An Hour a Day
Chapter 10: Conversation: What Matters Most for Marketers Now
Joseph Jaffe, Author, Join the Conversation; President and Chief Interruptor, crayon Greg Verdino, Chief Strategy Officer of the Marketing Consultancy, crayon
Chapter 11: iDirect Marketing at Best Buy for Business
Janet Rubio, Chief Insights Officer, Engauge
Chapter 12: iBrands: The New Face of the Consumer
Michael McCathren, Conversation Catalyst, Chick-fil-A, Inc.
Chapter 13: The Keys to iDirect Marketing Success
Tim Suther, Senior Vice President, Global Multichannel Marketing Services, Acxiom
Appendix
Index
Meet the Authors
About DMA
About Engauge
About Stan Rapp
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