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ISBN: 0324200579Издательство: South-Western Educational Pub
Год издания: 2004
Book Description Among the many lessons unraveled after the dot.com bust is the importance to speak with one voice in all communications. That integration means convergence. Written for practitioners from the executive level to the operational level, The New Marketing Conversation: Creating and Strengthening Relationships Between Buyers and Sellers helps readers improve their ability to develop and execute creative strategy that integrates online and offline media - from short -and long-form print to video and electronic. This cutting-edge book presents convergence in the broader marketing context but also emphasizes principles related to direct marketing. Creative strategy is a direct - and critical - extension of overall business and marketing strategy and branding. Baier-Stein/MacAaron deliver tools and strategies valuable to professionals from all areas of marketing communications, as well as general, executive-level management.