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"You should always believe what you read in the newspapers, for that makes them more interesting."
- Rose Macauley
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ZIN Product Number: 10011250
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| | | |  | | | Product Details
 Format: Paperback, 288 pages
Publisher: HarperInformation
ISBN: 0066620791
Release Date: Jan 7, 2002
| |  | | | From The Publisher
Every day the average person spends more time reading and writing email than they spend on their cell phone. Email has changed the way people communicate, and as a result, marketers in small and large companies alike are desperately trying to understand how to integrate email with traditional direct marketing while avoiding privacy abuse and the threat of being labeled spammers. The leader in Web direct marketing, Hans Peter Brondmo, reveals his secrets for success. Brondmo calls on his work with Victoria's Secret, Hewlett-Packard, Palm Computing, and others to provide the essential "how tos" of attracting and keeping customers in the digital marketplace. Focusing on the power of email, Brondmo tells how to make messages so welcome that recipients complain when they don't hear from you. The key is "engaging" the customer through service and customization -- and Brondmo offers the tools and tips to do just that in this now classic bible of e-business wisdom.
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| | | |  | | | | 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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Business/Economics, Business / Economics / Finance, Customer Service, E-Commerce - Internet Marketing, Marketing - Direct, Marketing - Multilevel
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