The new marketing conversation: creating and strengthening relationships between buyers and sellers
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Mason, Ohio
Texere
2005
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XII, 271 S. Ill., graph. Darst. |
| ISBN: | 0324200579 |
Internformat
MARC
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| 245 | 1 | 0 | |a The new marketing conversation |b creating and strengthening relationships between buyers and sellers |c Donna Baier Stein ; Alexandra MacAaron |
| 264 | 1 | |a Mason, Ohio |b Texere |c 2005 | |
| 300 | |a XII, 271 S. |b Ill., graph. Darst. | ||
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| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Marketing - Kampanje - Zmagovalci - Priročniki | |
| 650 | 4 | |a Marketing - Marketinška strategija - Tržno komuniciranje - Priročniki | |
| 650 | 4 | |a Marketing - Prodajalci - Odnos do strank - Priročniki | |
| 650 | 4 | |a Marketing, direktni - Obveščanje javnosti - Sporočanje - Priročniki | |
| 650 | 4 | |a Marketing, direktni - Potrošniški interesi - Pisma - Priročniki | |
| 650 | 4 | |a Marketing, industrijski - Trženjski splet - Elektronske komunikacije - Priročniki | |
| 650 | 4 | |a Svetovni splet - Računalniške komunikacije - Pogajalske tehnike - Priročniki | |
| 650 | 4 | |a Tržne raziskave - Testiranje - Vloga - Priročniki | |
| 650 | 4 | |a Tržno komuniciranje - Spletne strani - Brezžične komunikacije - Priročniki | |
| 650 | 4 | |a Business communication | |
| 650 | 4 | |a Customer relations | |
| 650 | 4 | |a Direct marketing | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Marketing |x Business-to-Business companies | |
| 650 | 4 | |a Relationship marketing | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-012988158 | ||
Datensatz im Suchindex
| _version_ | 1804133038788968448 |
|---|---|
| adam_text | CONTENTS ACKNOWLEDGEMENTS XI SECTION I MARKETING CONVERSATIONS 1 CHAPTER
1 THE NEW MARKETING CONVERSATION 3 THE MARKETING CONVERSATIONS 5 IT S
TIME FOR A NEW APPROACH 6 UNDER THE UMBRELLA OF THE MARKETING
CONVERSATION 11 BUILDING YOUR NEW MARKETING CONVERSATION 13 LOOK WHO S
TALKING 14 NOTES 14 CHAPTER 2 THE ROLE OF RESEARCH AND TESTING IN YOUR
MARKETING CONVERSATION 15 PREPARATORY RESEARCH 17 PRE-TESTING 17 TESTING
18 POST-TESTING 19 SECONDARY RESEARCH AND CREATIVITY 19
BUSINESS-TO-BUSINESS MARKETING 20 CHAPTER 3 DEVELOPING A WINNING
COMMUNICATIONS STRATEGY 23 SITUATION ANALYSIS 24 VI CONTENTS MARKETING
OBJECTIVES OF THE CAMPAIGN 30 OVERVIEW OF YOUR PRODUCT OR SERVICE 31
VALUE PROPOSITION 3 1 A PROFILE OF YOUR AUDIENCE AND THEIR NEEDS 32
CURRENT AND DESIRED BEHAVIOR 33 OBSTACLES AND BRIDGES 34 STRATEGY 35
CREATIVE CONSIDERATIONS 36 NEXT STEPS 36 BUILDING ON YOUR BRIEF 36
TRACKABILITY AND MEASURABILITY 38 SECTION II THE MEDIA OF THE
CONVERSATION 41 CHAPTER 4 DIRECT MAIL 43 TYPES OF DIRECT MAIL 43 THE
DIRECT MAIL CONVERSATION 45 THE ART OF THE QUESTIONNAIRE * ALAN
ROSENSPAN 50 CHAPTER 5 TELEMARKETING 53 THE PROMISE AND THE PROBLEM 53
PUTTING TELEMARKETING TO WORK 54 TECHNOLOGY, STAFF, AND LIST:
TELEMARKETING IN THE REAL WORLD 55 A TEMPLATE FOR THE TELEMARKETING
CONVERSATION 57 THE MARKETING CONVERSATION IN A BUSINESS-TO-BUSINESS
ENVIRONMENT 65 NONLIVE TELEMARKETING 68 IS TELEMARKETING FOR YOU? 70
NOTES 71 CHAPTER 6 RADIO 72 CONTENTS VLI RADIO AS AN ADVERTISING MEDIUM
ANNOUNCER-READ RADIO PER INQUIRY RADIO PRODUCED RADIO ENDORSEMENT RADIO
FINDING THE RIGHT SOLUTION 73 74 76 78 82 84 CHAPTER 7 TELEVISION
TELEVISION AS AN ADVERTISING MEDIUM KEY CREATIVE STRATEGY STRENGTHS
TELEVISION TACTICS: OPENING HOOKS TELEVISION STRATEGY: NEEDS ASSESSMENT
TELEVISION TACTICS: DESCRIBE THE BENEFITS TELEVISION TACTICS: PRESENT
THE OFFER 85 85 86 89 97 100 105 CHAPTER 8 NEWSLETTERS 108
SUBSCRIPTION-BASED NEWSLETTERS 108 INTERNAL HOUSE ORGANS: NEWSLETTERS
109 PERSUASIVE NEWSLETTERS FOR CUSTOMERS AND PROSPECTS 110 THE TONE OF
THE CONVERSATION: ME ME VERSUS YOU YOU 112 SPECIFIC NEWSLETTER
MESSAGES 112 WHAT MESSAGES SHOULD NOT BE CONVEYED IN A NEWSLETTER? 114
HOW OFTEN? WHAT SIZE? TWO-COLOR OR FOUR-COLOR? 11 4 THE WRITING,
PHOTOGRAPHY, AND DESIGN PROCESSES 115 THE NEWSLETTER BUSINESS REPLY
DEVICE 117 INTEGRATING NEWSLETTERS WITH OTHER MARKETING CAMPAIGNS 117
PRODUCING AN ONLINE HTML OR ALL-TEXT NEWSLETTER 117 THE DIRTY SECRET OF
PUBLISHING AN EFFECTIVE VIII CONTENTS E-NEWSLETTER: THE NITTY GRITTY
DETAILS * DEBBIE WEIL 119 MINI-CASE STUDY: THE FOREST HILLS NEWSLETTER
123 CHAPTER 9 E-MAIL 125 OPTING-IN TO THE CONVERSATION 126 INTEGRATING
E-MAIL AND OTHER MEDIA 127 SPAM 129 VIRAL MARKETING 130 CREATING AN
E-MAIL CAMPAIGN 131 E-MAIL ROADBLOCKS 133 TESTING YOUR EMAIL CAMPAIGN
146 MINI-CASE STUDY: DESSY 147 CHAPTER 10 THE WEB 149 THE WEB
EXPERIENCE: THE ULTIMATE CONVERSATION 150 WHAT MAKES THE WEB UNIQUE IN
THE NEW MARKETING CONVERSATION? 15 1 REDEFINING REACH AND FREQUENCY
152 TAKE ADVANTAGE OF THE IMMEDIACY OF THE WEB RIGHT NOW 154 INTEGRATING
THE WEB WITH OTHER MEDIA 154 CONDUCT MULTIPLE CONVERSATIONS WITH
MULTIPLE AUDIENCES 156 BACK TO BASICS: WHAT S YOUR ONLINE OBJECTIVE? 158
MORE ABOUT HAVING WHAT USERS WANT: OFFERS 159 EFFECTIVELY CONVERSING ON
THE WEB 160 ESTABLISHING TRUST 162 COMMUNICATING ON THE WEB 166 MORE
WAYS TO MAKE THE MOST OF YOUR CONTENTS IX ONLINE CONVERSATION IF YOU
BUILD IT, WILL THEY COME? SO, WHO S DOING IT RIGHT, RIGHT NOW? SOME
SUCCEED AND SOME . . . WELL . . . DON T WHEN ALL ELSE FAILS, REMEMBER
IT S A CONVERSATION 169 170 172 176 178 CHAPTER 11 WIRELESS 179 THE
WIRELESS MARKETING SCENARIO 179 TEXTING IN THE MARKETING CONVERSATION
180 MARKETING MESSAGES IN THE WIRELESS ARENA 181 THE WIRELESS WEB 187
NOTES 188 SECTION III MARKETING CONVERSATIONS IN ACTION 189 CHAPTER 12
PUTTING IT TOGETHER: INTEGRATING MEDIA FOR MAXIMUM RESULTS MEDIA 101
YOUR INTEGRATED MEDIA CONVERSATION THE WORKING PLAN FOCUS ON THE BEST.
TEST THE REST. BUDGETING YOUR CONVERSATION A FEW STRONG WORDS ABOUT
TESTING SUMMARY 191 192 195 196 203 204 205 206 CHAPTER 13 ACTION PLAN
FOR BUILDING YOUR NEW MARKETING CONVERSATION MULTIPLE PERSONALITIES
NOBODY S LISTENING STRANGERS ARE TREATED BETTER THAN LOYAL CUSTOMERS
AGAIN, NOBODY S LISTENING 207 207 208 208 209 X CONTENTS HARD WORK, BUT
WORTH IT 209 TELL US WHAT YOU WANT 211 HOW DO YOU GET THEM TO TELL YOU
WHAT THEY WANT? 213 GO AHEAD, START A CONVERSATION 214 CASE STUDIES 224
CONVERSATIONS IN ACTION: BOGDON CANDY 224 CONVERSATIONS IN ACTION: J.D.
EDWARDS 232 CONVERSATIONS IN ACTION: SOFTWARE AG 238 CONVERSATIONS IN
ACTION: SOURCELINK 246 CONVERSATIONS IN ACTION: TECHNOLOGY REVIEW 253
CONVERSATIONS IN ACTION: WASHINGTON POST 259 AUTHOR BIOGRAPHIES 263
INDEX 265
|
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| author_sort | Baier Stein, Donna |
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| bvnumber | BV019659736 |
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| dewey-full | 658.8/12 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/12 |
| dewey-search | 658.8/12 |
| dewey-sort | 3658.8 212 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| indexdate | 2024-07-09T20:02:22Z |
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| isbn | 0324200579 |
| language | English |
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| spelling | Baier Stein, Donna Verfasser aut The new marketing conversation creating and strengthening relationships between buyers and sellers Donna Baier Stein ; Alexandra MacAaron Mason, Ohio Texere 2005 XII, 271 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing - Kampanje - Zmagovalci - Priročniki Marketing - Marketinška strategija - Tržno komuniciranje - Priročniki Marketing - Prodajalci - Odnos do strank - Priročniki Marketing, direktni - Obveščanje javnosti - Sporočanje - Priročniki Marketing, direktni - Potrošniški interesi - Pisma - Priročniki Marketing, industrijski - Trženjski splet - Elektronske komunikacije - Priročniki Svetovni splet - Računalniške komunikacije - Pogajalske tehnike - Priročniki Tržne raziskave - Testiranje - Vloga - Priročniki Tržno komuniciranje - Spletne strani - Brezžične komunikacije - Priročniki Business communication Customer relations Direct marketing Marketing Marketing Business-to-Business companies Relationship marketing Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Beziehungsmanagement (DE-588)4326109-7 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 s Beziehungsmanagement (DE-588)4326109-7 s DE-604 MacAaron, Alexandra Verfasser aut SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012988158&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Baier Stein, Donna MacAaron, Alexandra The new marketing conversation creating and strengthening relationships between buyers and sellers Marketing - Kampanje - Zmagovalci - Priročniki Marketing - Marketinška strategija - Tržno komuniciranje - Priročniki Marketing - Prodajalci - Odnos do strank - Priročniki Marketing, direktni - Obveščanje javnosti - Sporočanje - Priročniki Marketing, direktni - Potrošniški interesi - Pisma - Priročniki Marketing, industrijski - Trženjski splet - Elektronske komunikacije - Priročniki Svetovni splet - Računalniške komunikacije - Pogajalske tehnike - Priročniki Tržne raziskave - Testiranje - Vloga - Priročniki Tržno komuniciranje - Spletne strani - Brezžične komunikacije - Priročniki Business communication Customer relations Direct marketing Marketing Marketing Business-to-Business companies Relationship marketing Kundenmanagement (DE-588)4236865-0 gnd Beziehungsmanagement (DE-588)4326109-7 gnd |
| subject_GND | (DE-588)4236865-0 (DE-588)4326109-7 |
| title | The new marketing conversation creating and strengthening relationships between buyers and sellers |
| title_auth | The new marketing conversation creating and strengthening relationships between buyers and sellers |
| title_exact_search | The new marketing conversation creating and strengthening relationships between buyers and sellers |
| title_full | The new marketing conversation creating and strengthening relationships between buyers and sellers Donna Baier Stein ; Alexandra MacAaron |
| title_fullStr | The new marketing conversation creating and strengthening relationships between buyers and sellers Donna Baier Stein ; Alexandra MacAaron |
| title_full_unstemmed | The new marketing conversation creating and strengthening relationships between buyers and sellers Donna Baier Stein ; Alexandra MacAaron |
| title_short | The new marketing conversation |
| title_sort | the new marketing conversation creating and strengthening relationships between buyers and sellers |
| title_sub | creating and strengthening relationships between buyers and sellers |
| topic | Marketing - Kampanje - Zmagovalci - Priročniki Marketing - Marketinška strategija - Tržno komuniciranje - Priročniki Marketing - Prodajalci - Odnos do strank - Priročniki Marketing, direktni - Obveščanje javnosti - Sporočanje - Priročniki Marketing, direktni - Potrošniški interesi - Pisma - Priročniki Marketing, industrijski - Trženjski splet - Elektronske komunikacije - Priročniki Svetovni splet - Računalniške komunikacije - Pogajalske tehnike - Priročniki Tržne raziskave - Testiranje - Vloga - Priročniki Tržno komuniciranje - Spletne strani - Brezžične komunikacije - Priročniki Business communication Customer relations Direct marketing Marketing Marketing Business-to-Business companies Relationship marketing Kundenmanagement (DE-588)4236865-0 gnd Beziehungsmanagement (DE-588)4326109-7 gnd |
| topic_facet | Marketing - Kampanje - Zmagovalci - Priročniki Marketing - Marketinška strategija - Tržno komuniciranje - Priročniki Marketing - Prodajalci - Odnos do strank - Priročniki Marketing, direktni - Obveščanje javnosti - Sporočanje - Priročniki Marketing, direktni - Potrošniški interesi - Pisma - Priročniki Marketing, industrijski - Trženjski splet - Elektronske komunikacije - Priročniki Svetovni splet - Računalniške komunikacije - Pogajalske tehnike - Priročniki Tržne raziskave - Testiranje - Vloga - Priročniki Tržno komuniciranje - Spletne strani - Brezžične komunikacije - Priročniki Business communication Customer relations Direct marketing Marketing Marketing Business-to-Business companies Relationship marketing Kundenmanagement Beziehungsmanagement |
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