Reinventing Interactive and Direct Marketing: Leading Experts Show How to Maximize Digital ROI with iDirect and iBranding Imperatives (BUSINESS BOOKS) - Hardcover

Rapp, Stan

Hardcover

ISBN 10: 0071638024 ISBN 13: 9780071638029

Publisher: McGraw Hill, 2009

Synopsis

Attract New Customers and Exceed Revenue Goalswith iDirect Marketing!

“A simple concept ties this incredibly useful book together.Every marketer now is an iDirect marketer. You ignore thisconcept, and this book, at your own peril.”
Al Ries, author of War in the Boardroom

“How do you get your brand heard, trusted, and remembered? The answeris in the confluence of digital and direct to form a torrent of minimalcost/maximal result opportunities. Rapp’s vision of an iDirect future and theinsights of the book’s contributors put marketing supremacy in your grasp.”
Tim Suther, SVP, Acxiom Global Multichannel Marketing Services

“The internet brings about the reinvention of everything. Now it is marketing’sturn. Rapp compiles the best thinking on a future with low-cost and no-costconnections between products and consumers. Essential reading for marketers.”
Chris Anderson, author of The Long Tail

“Direct marketing is interactive, and interactive marketing is direct. Withan ‘iDirect’ mindset, digital platforms and innovative analytics impact thedata-driven, online, offline, lead-generating, customer-retaining, multichanneldirect marketing process. Rapp’s vision for reinventing marketing is a wake-upcall for CMOs to think and act differently in a profoundly changed world.”
John Greco, President and CEO, Direct Marketing Association

“It’s increasingly important to rely on an agency for accountableiDirect solutions. The advertising agency of the future must be adeptat reinventing yesterday’s interactive, direct and branding. Rapp’scohort of experts show the way in this book.”
Michael McCathren, Chick-fil-A Conversation Catalyst

About the Book

Reinventing Interactive and Direct Marketingfocuses on how to benefit from a fundamentaltruth about marketing in the digital era. InteractiveMarketing is direct. Direct Marketing isinteractive. What has been seen mistakenly asseparate disciplines actually are one and thesame. Every marketer now is an interactivedirect marketer.

To help you profit from this new reality, StanRapp introduces a new paradigm—iDirect—the 21st-century growth engine at the intersectionof digital technologies and directmarketing practices. The gap between whatyou once took for granted and the iDirectMarketing future is so vast that a team ofthought leaders is needed to deal with it. Noone person has all the answers.

In this book, Rapp brings together marketingluminaries with a variety of perspectives thatwill open your eyes to astonishing, new opportunities.It contains surprising insights fromthe top minds in direct marketing, including:

• John Greco, President of the Direct MarketingAssociation: How to Market Directlyor Be Left Behind
• Professor Don Shultz, PhD, NorthwesternUniversity: Media Allocation for a Mass NetworkingLandscape
• Lucas Donat, President, Donat/Wald: ROIpositiveAdvertising via TV and Print for theiDirect Marketer
• Mike Caccavale, Founder and CEO, PlurisMarketing: Instant Delivery of Thousands ofIndividualized Messages
• Michael Becker, VP Mobile Strategies,iLoop Mobile: Hold the Consumer in thePalm of Your Hand with Mobile
• Melissa Read, PhD, Vice President ofResearch and Innovation, Engauge: ThePsychology of Motivating Desired BehaviorOn- and Offline
• Tim Suther, Acxiom SVP Global MultichannelMarketing Services: Releasing theFull Power of iDirect Fundamentals

About this title

Product Description:

The Reinventing Interactive and Direct Marketing The definitive guide from an all-star team of digital direct marketers

About the Author:

Stan Rapp is Chairman of Engauge, a pioneeringcustomer engagement agency foundedthree years ago with private equity partnerHalyard Capital. He is coauthor of six books,including the international best-seller Maxi-Marketing. Advertising Age included him asone of the 101 individuals who shaped advertisingin the 20th century. Rapp, over a 30-yearperiod, served as CEO of two agencies thatnow generate combined revenues of one billiondollars. Rapp is a member of the DMAHall of Fame.

About this edition

• Publisher: McGraw Hill
• Publication date: 2009
• ISBN 10: 0071638024
• ISBN 13: 9780071638029
• Binding: Hardcover
• Number of pages: 256