"The days of dominance by a single advertising medium - TV for the image-building and direct mail for the direct marketer - are over. Ernan Roman's seminal vision of media integration offers a clear path to new heights of marketing effectiveness." - Stan Rapp, Chairman, Cross Rapp Associates, Author of "Maximarketing and Beyond Maximarketing". "The integrated direct marketing process reminds us to contact customers and prospects on their terms, not ours. Customers want to be treated like individuals, not averages. Ernan Roman helps us realize that, with the right data, customer relationships can still be one-to-one without being face-to-face." - J. Michael Lawrie, U.S. Vice President and Area General Manager IBM Corporation. "Ernan Roman, in this new volume, confronts the extraordinary changes in database technologies that are shaping the communications of tomorrow. A valuable resource for all marketers aiming for the highest return on their marketing investment." - Jonah Gitlitz, President, Direct Marketing Association. "An important how-to book for any marketer serious about rationalizing the marketing communications budget and improving ROI."
- Don Pepper, Co-author of "The One to One Future: Building Relationships One Customer at a Time". "The essential bootstrapper's guide to high-impact marketing...If you're running an entrepreneurial company, buy this book, read it, make your management team read it, and begin implementing the ideas today." - George Gendron, Editor-in-Chief, "Inc. magazine".
- ISBN10 0844233498
- ISBN13 9780844233499
- Publish Date 11 January 1995 (first published 1 March 1988)
- Publish Status Out of Stock
- Out of Print 5 July 2006
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Contemporary
- Edition 2nd Revised edition
- Format Hardcover
- Pages 240
- Language English