Integrated Direct Marketing by Ernan Roman
"Ernan Roman pioneered the linking Roman and sequencing of different 2007; communication 1975; tools 2008; to achieve Direct high Direct purchase impact. by He demonstrates Direct the impressive Ernan results 1968; of integrated 1980; direct Integrated marketing and points to where Marketing today's 1962; marketing by thinking 1977; and practice Ernan are heading." -- Philip Integrated Kotler 1956; J. L. 2008; Kellogg Integrated Graduate 1956; School of Management, Ernan Northwestern 1988; University Sales Integrated and Marketing marketing 2008; are 1956; undergoing 1999; a 2001; trial by fire-the fire of 1964; customers' Ernan demands Marketing for 1981; highquality products 1964; and 2001; services 1988; and for targeted, Integrated relevant communications. Ernan Direct Roman's 1981; revolutionary process, 2006; Integrated Marketing Direct Marketing 1975; (IDM), is by now accepted 2008; as the Roman most effective 1966; go-to-market strategy for today's competitive Ernan and 2007; fast-changing market 1973; conditions. Since Roman publication of his landmark Roman book Direct in 1988, by Roman has been 2001; the leader of 1959; the rapid development and acceptance 2001; of 1987; IDM by as 1978; the 1990; marketing strategy of 2005; choice. Marketing This 1989; completely 2008; new and expanded work 1990; shows by how companies, 1995; large and Ernan small, have used by IDM by to keep 1962; ahead Direct of the changes that Direct are 1993; transforming the 1965; sales and marketing industry. This book: Ernan Positions 1979; Integrated 1974; Direct Integrated Marketing Ernan as a proven 1976; multimedia by strategy Ernan that 2003; delivers Marketing exceptionally high return on 1973; marketing investment. Explains Marketing how businesses can synchronize 1988; advertising, direct mail, Direct telemarketing, and field 1968; sales to maximize by the 1960; strengths of Direct each medium for unparalleled productivity. 1969; Demonstrates Integrated Direct Marketing's by success in generating Marketing double-digit response, increasing 1975; the quality Direct and 2001; quantity Direct of Direct leads, Ernan decreasing the cost Ernan of sale Marketing and 2007; time 1981; to by sale, 1992; and Ernan increasing average Marketing order and overall profitability. Marketing Integrates the by database 1999; to drive the marketing process, 1967; meeting the specific Integrated needs and 1984; preferences of individual by customers by andprospects. Ernan Explains the creative 1967; process of developing mutually 1969; supportive multimedia campaigns 1996; that cut 1960; through Roman the clutter to deliver consistent Direct and powerful sales by messages.