Your secret tool for winning market share in the 90's
Wal-Mart used it to overtake Sears and become U.S.A.'s largest
retailer; Saturn employed it to launch the most successful new
car in decades. Integrated marketing is the most influential
communication tool of the '90s, and in Multi-Channel Marketing,
Kevin Tynan spells out the essentials for making it a part of
your marketing program.
Integrated marketing means using options such as advertising,
public relations, and direct mail in conjunction with one another
to achieve higher profits and increased market share. And, in an
environment of tight budgets and cut-throat competition, Tynan
shows why integrated marketing programs have become the choice of
innovative companies world wide.
Multi-Channel Marketing provides step-by-step, practical
guidelines and proven examples of how integrated marketing moves
products and services while simultaneously controlling costs.
Among the key topics examined in
Multi-Channel Marketing are:
-
Extensive case studies of integrated marketing
"winners"
-
Setting up a database marketing program
-
Strategies for battling competitive giants
-
Benefits of sponsorship marketing
-
Tuning your local story into a national event
-
Producing more business from existing customers.
Anyone involved in marketing—from CEOs and entrepreneurs to
public relations practitioners and agency executives—will walk
away with a wealth of ideas for blending traditional marketing
with the new media to create dynamic results.
All those who need to stay on top of today's turbulent
marketing scene will find it essential reading: as much a
practical manual as an idea generator