Synopses & Reviews
Updated with cutting-edge online examples and the latest success stories, this accessible handbook will enable any company to profit from business-to-business techniques. Practical yet visionary, this resource provides a blueprint for success by explaining seven proven strategies for increasing profits by direct marketing. Chapters include website references, internet-use statistics, and other developments such as CRM, search-engine optimization, blogging, wikis, podcasting, and social networks. Packed with real-world advice, this new edition also features a personal password to access the companion website for regularly updated news, links, and additional resources.
About the Author
Susan Jones is a professor of marketing at Ferris State University. She is the author of Creative Strategy in Direct and Interactive Marketing, Marketing Convergence, and Readings and Cases in Integrated Marketing Communications. She lives in East Grand Rapids, Michigan.