The New Marketing Conversation: Creating and Strengthening Relationships Between Buyers and Sellers
by Donna Baier Stein, Alexandra MacAaron
Category: Business & Economics

Two experienced marketing professionals describe their approach to creating effective conversations with consumers. Contending that today's consumers would rather engage in a dialogue with marketers than be talked at, the authors explain how to capitalize on the unique characteristics of various types of media (direct mail, television, the Web, etc.) to build connections with customers. They also discuss the integration of marketing media and provide a sample action plan. Annotation : 2004 Book News, Inc., Portland, OR (booknews.com).