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Hard Copy






Reinventing Interactive and Direct Marketing by Stan Rapp
Product Code: 9497
Author: Stan Rapp
Date of Publication: September 2009

List Price: $34.95
DMA Member Price: $21.95

In this book, Rapp brings together marketing luminaries with a variety of perspectives that will open your eyes to astonishing, new opportunities. It contains surprising insights from the top minds in direct marketing, including:

  • John Greco, President of the Direct Marketing Association: How to Market Directly or Be Left Behind
  • Professor Don Shultz, PhD, Northwestern University: Media Allocation for a Mass Networking Landscape
  • Lucas Donat, President, Donat/Wald: ROIpositive Advertising via TV and Print for the iDirect Marketer
  • Mike Caccavale, Founder and CEO, Pluris Marketing: Instant Delivery of Thousands of Individualized Messages
  • Michael Becker, VP Mobile Strategies, iLoop Mobile: Hold the Consumer in the Palm of Your Hand with Mobile
  • Melissa Read, PhD, Vice President of Research and Innovation, Engauge: The Psychology of Motivating Desired Behavior On- and Offline
  • Tim Suther, Acxiom SVP Global Multichannel Marketing Services: Releasing the Full Power of iDirect Fundamentals


    Table of contents

    Foreword Rick Milenthal, CEO, Engauge
    What Is iDirect Marketing?
    Introduction Stan Rapp, Chairman, Engauge
    Chapter 1: Time for Marketing to Really Get Direct about Creating Value
    John Greco, President and CEO, Direct Marketing Association

    Chapter 2: Perplexing New Realities Marketers Face Today
    Richard Cross, CEO, Cross World Network and Coauthor of Customer Bonding

    Chapter 3: Media Allocation for a Mass Networking Era

    Don Schultz, Ph.D., Professor Emeritus-in-Service of Integrated Marketing Communication, Northwestern University

    Chapter 4: Direct Goes Emotional with New iDTV Advertising
    Lucas Donat, CEO, Donat/Wald, a Pioneering iDTV Agency

    Chapter 5: More Sales, Less Cost: Optimizing Each Consumer Engagement
    Michael Caccavale, Founder and CEO, Pluris Marketing

    Chapter 6: SEM and SEO: Core Drivers of iDirect Success

    David Hughes, CEO, The Search Agency

    Chapter 7: Mobile: Holding iDirect in the Palm of Your Customer’s Hand
    Michael Becker, Cofounder and Vice President Mobile Strategies of iLoop Mobile; Coauthor Web Marketing All-in-One for Dummies, Contributing Author to Mobile Internet for Dummies, and Coeditor of the International Journal of Mobile Marketing

    Chapter 8: Using Psychology to Drive Digital Behavior
    Melissa Read, Ph.D.,Vice President of Research and Innovation, Engauge

    Chapter 9: E-Mail Life Support at Home and the Office
    Jeanniey Mullen, Executive Chairwoman, E-Mail Experience Council (eec); Executive Vice President and Chief Marketing Officer, Zinio and VIVmag LLC; and Coauthor of Email Marketing: An Hour a Day

    Chapter 10: Conversation: What Matters Most for Marketers Now
    Joseph Jaffe, Author, Join the Conversation; President and Chief Interruptor, crayon Greg Verdino, Chief Strategy Officer of the Marketing Consultancy, crayon

    Chapter 11: iDirect Marketing at Best Buy for Business
    Janet Rubio, Chief Insights Officer, Engauge

    Chapter 12: iBrands: The New Face of the Consumer
    Michael McCathren, Conversation Catalyst, Chick-fil-A, Inc.

    Chapter 13: The Keys to iDirect Marketing Success
    Tim Suther, Senior Vice President, Global Multichannel Marketing Services, Acxiom

    Meet the Authors
    About DMA
    About Engauge
    About Stan Rapp

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