Reinventing Interactive and Direct Marketing: Leading Experts Show How to Maximize Digital ROI with iDirect and iBranding Imperatives https://www.mheducation.com/cover-images/Jpeg_250-high/0071638024.jpeg?404URL=https://shop.mheducation.com/mhshopweb/images/no_cover_140.png
Table of Contents

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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