Changing The Channel: 12 Easy Ways To Make Millions For Your Business改变渠道：为你的企业赢得数百万的12个建议方法
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作者： Michael Masterson, MaryEllen Tribby 著
出 版 社：
出版时间： 2008-10-1字数：版次： 1页数： 285印刷时间： 2008/10/01开本： 16开印次： 1纸张： 胶版纸I S B N ： 9780470375020包装： 精装编辑推荐
作者简介：Michael Masterson has developed a loyal following of more than 350,000 subscribers with Early to Rise (www.EarlyToRise.com), an e-newsletter published by Agora Inc. Throughout his remarkably successful business career, Masterson has been involved in two businesses that grew beyond $100 million, two more that exceeded $50 million, and at least a dozen that surpassed the $10 million mark. He is also the author of the New York Times, Wall Street Journal, and Amazon.com bestsellers Ready, Fire, Aim; Seven Years to Seven Figures; Automatic Wealth; and Automatic Wealth for Grads . . . and Anyone Else Just Starting Out (all published by Wiley), and Confessions of a Multi-Millionaire. Subscribe to Michael Masterson's daily e-zine at www.EarlyToRise.com.
内容简介
Changing the Channel offers you a detailed look at twelve of today's most important marketing channels–explaining how each one works and addressing the challenges you might face should you choose to use them. Page by page, you'll become familiar with a variety of approaches, including direct online marketing, social media, public relations, radio and television advertising, direct space ads, event marketing, telesales, telemarketing, joint ventures, affiliate marketing, and direct mail. With this book, you'll quickly discover how marketing across multiple channels can help develop quality customer relationships and improve your bottom line.
目录
Foreword
Acknowledgments
INTRODUCTION Shopping for Homes: Easier, Faster, Cheaper By MaryEllen Tribby
CHAPTER 1 Marketing in the Twenty-First Century: How Quickly Things Have Changed
CHAPTER 2 “DRM” and “MCM”: The Two Most Important Acronyms in Advertising Today
CHAPTER 3 Direct-Response Online Marketing: Squeezing the Juice Out of the Low-Hanging Fruit
CHAPTER 4 Social Media: Informal Communication, Powerful Profits
CHAPTER 5 Search Engine Marketing: Busting Myths and Driving Sales
CHAPTER 6 Teleconferences: All You Need Is a Phone and Good Ideas
CHAPTER 7 Direct Mail: An Old Dog That Still Knows a Few Tricks
CHAPTER 8 Direct Print: Getting More Than Ever for Your Ad Dollar
CHAPTER 9 Direct-Response Television: Why Super Bowl Ads Don’t Work
CHAPTER 10 Direct-Response Radio: Music, News, Sports, and Talk = Money
CHAPTER 11 Telemarketing: Inbound, Outbound, Money-Bound
CHAPTER 12 Joint Ventures: Only Streets Should Be One-Way
CHAPTER 13 Event Marketing: Having Fun with Your Customers
CHAPTER 14 Public Relations: Man Bites Dog; Man Gets Famous
CHAPTER 15 The Incredible Power of a Multi-Channel Campaign
CONCLUSION Smoking at Joe’s By Michael Masterson
APPENDIX Examples of Ads
Notes
About the Authors
Index
