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"The Scripture vouches Solomon for the wisest of men; and his proverbs prove him so, The seven wise men of Greece, so famous for their wisdom all the world over, acquired all that fame each of them by a single sentence, consisting of two or three words."
- South
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ZIN Product Number: 10011249
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| | | |  | | | Product Details
 Format: Hardcover, 288 pages
Publisher: HarperInformation
ISBN: 0066620783
Release Date: Jan 4, 1983
Average Reader Review:  (Based on 2 reviews.)
| |  | | | In Brief
Dot com companies are in a desperate struggle to find and keep customers. The use of email marketing techniques is becoming the hottest marketing strategy on the internet to accomplish this. Hans Peter Brondmo and his company, Post Communications, are on the forefront of the email marketing trend, and this book lays out his ideas and strategies.
E-mail marketing is the only tool that online companies have to "reach out" and communicate with customers. As a direct marketing tool, e-mail is the most powerful direct marketing vehicle that has ever existed. This book will show readers how to make the jump from the older traditional methods of marketing to the newer rules of engagement for the Internet. It will show readers how to create long-lasting and valuable customer relationships based on ongoing communication and "dialogue." Backed up with research and case studies from major companies such as Victoria's Secret, Hewlett-Packed, and Palm Computing, Hans Peter Brondmo will show readers how to use email to its maximum potential as a marketing tool.
| | | | From The Publisher
E-mail marketing is the new hot frontier of e-commerce. In a world where the competition is never more than one click away, e-mail has become the most powerful tool companies have to establish an ongoing dialogue—leading to profitable relationships—with prospects and customers.
Hans Peter Brondmo, a leader in Internet marketing and e-commerce, takes readers step-by-step through the process of using e-mail to create long-lasting customer relationships online.
Based on the premise that an engaged customer is a valuable customer, Brondmo defines the new rules of marketing and customer communication. Eng@ged is filled with successful case-studies from such major companies as Victoria's Secret, OfficeMax, CDNow, and many other market leaders In addition, Brondmo addresses such delicate privacy issues as: When does e-mail become spam? How do you make e-mail a communication that customers welcome? How do you keep customers from hitting "delete" when they receive your e-mail?
The first book of its kind, En@ged provides unprecedented strategies for retaining online customers and building a sustainable, successful Internet business.
| | | | Annotation
A visionary in both the technology and marketing arenas, Brondmo has shown more company executives than anyone how to build lasting, profitable, one-on-one relationships with customers on the Internet. His client list includes such household names as Palm, Hewlett-Packard, Victoria's Secret, Amtrak, Wells Fargo Bank, OfficeMax, Wegmans Food Markets, as well as such Internet leaders as CDNow, E-Trade Women.com, Petopia.com, Sparks.com, and eBags.com.
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 | | | | | Number of Reviews: 2 Average Rating:
This is a must read!
-- A reviewer, a direct marketer, November 16, 2000
Also Recommended: The Complete Database Marketer by Arthur Hughes The One to One Marketer by Don Peppers and Martha Rogers
The Bible on E-mail Marketing (at least for 2000)
-- Peter De Legge, editor/publisher MarketingToday.com, December 11, 2000
Also Recommended: 'Permission Marketing' and 'Unleashing the Idea Virus,' both by Seth Godin and The 1-to-1 Marketing Field Book by Don Peppers and Martha Rogers
| |  | | | | Foreword | ix | | Acknowledgments | xv | | Introduction | xvii | | Part I | Using Email to Engage Your Customers | 1 | | Chapter 1 | Back to the Future | 3 | | Chapter 2 | Email and Marketing: A Match Made in Heaven | 20 | | Part II | Taking A Strategic Approach | 35 | | Chapter 3 | The Many Uses of Email | 37 | | Chapter 4 | Strategic Planning Leads to Rapid Implementation | 61 | | Chapter 5 | The Power of Customer Data | 77 | | Part III | Implementing Customer Dialogue | 97 | | Chapter 6 | Establishing a Foundation for Individualized Customer Communication | 99 | | Chapter 7 | Kickoff: Implementing and Operating a Program | 121 | | Chapter 8 | Measuring and Tracking Success | 165 | | Chapter 9 | Who's Who? Putting All the Pieces Together | 189 | | Part IV | Looking Ahead | 207 | | Chapter 10 | The Engaged Organization | 209 | | Chapter 11 | The Future of Customer Dialogue | 225 | | Index | 245 |
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Internet marketing, Case studies, Marketing, Electronic Mail, Business / Economics / Finance, Business & Economics, Customer Service, E-Commerce - Internet Marketing, Marketing - Direct, Marketing - General, Electronic Commerce, Computers, Internet marketing
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