Research Catalog

Title

The electronic marketing manual / Cecil C. Hoge, Sr.

Author

Hoge, Cecil C.

Publication

New York : McGraw-Hill, [1993], ©1993.

Items in the Library & Off-site

Holdings

Details

Description

xxvi, 480 pages; 24 cm

Summary

• The Electronic Marketing Manual opens the door to this decade's most powerful, must-know electronic media. Whether you're a consumer or business marketer - in the manufacturing, retailing, or service sector - you'll find the immediate, hands-on information you need to select and customize the best electronic media product(s) for all your sales and marketing needs. This comprehensive media-by-media guide begins with such standard electronic media as TV, radio, and telephones, then moves on to cover the cutting-edge electronic technologies you need to know about today: CD-ROM catalogs, video catalogs and brochures, fax marketing, computer bulletin boards, interactive computer discs, direct-by-satellite business TV marketing, high-tech kiosks, audio- and video-conferencing, electronic vending machines, and many more.
• Now you can swiftly determine which specific electronic media form(s) are best suited to communicating the virtues of your product or service. You'll take advantage of the best methods for producing high-impact electronic results, effectively track and analyze your electronic campaigns, then integrate and enhance these efforts with other promotional strategies to build a continuous wave of consumer awareness and demand.
• The Electronic Marketing Manual is also packed with provocative insights gleaned from electronic marketing and media pros, from Fortune 500 marketers and national franchises and retail chains to smaller, local firms across America. You'll avoid technology risk and costly, time-consuming errors by knowing firsthand which electronic media products and techniques have worked in their companies, and why, and which ones have failed. And your information search is further aided by end-of-chapter source guides that steer you to electronic media hardware and software suppliers and producers, as well as important associations, directories, and publications.
• Discover how to maximize powerful electronic media technologies and marketing techniques by: understanding the marketing future of today's and tomorrow's most promising electronic media, deciding whether to use outside specialists and services or buy equipment and develop in-house expertise, testing and meticulously measuring the success and profitability of your electronic marketing campaigns, creating instant product or service impact and interaction on a global scale and responding swiftly to surges in product or service demand, and turning customer complaints into profits. A quick glance at the dramatically changing marketing environment shows that, today, there is no service offered, no product made, imported, or sold that isn't deeply affected by electronic marketing. This clear and comprehensive manual gives you the cutting edge tools and techniques for exploiting the power and promise of electronic media to enhance product awareness, boost sales, and slash costs.

Subject

Telemarketing > Handbooks, manuals, etc

Note

• Includes index.

Contents

• 1. What Is Electronic Marketing? -- 2. Getting Started -- 3. Audience Research and Measurement for Broadcast TV, Cable, and Radio -- 4. Broadcast TV -- 5. Cable TV: For Biggest National and Smallest Local Advertisers -- 6. How to Make a TV Commercial That Sells -- 7. Radio: How to Benefit Most from What It Does Best -- 8. In-Bound Telemarketing -- 9. Organized Out-Bound Telemarketing -- 10. Audiotex: Voice Mail, Talking Ads, and Telemedia -- 11. Fax Marketing -- 12. Video Brochures -- 13. Video Catalogs -- 14. Making a Video According to Your Needs -- 15. Video Media -- 16. Interactive Computer Discs -- 17. Interactive Catalogs on Computer Disc -- 18. Modem Marketing: E-Mail, EDI, Bulletin Boards -- 19. Information and Entertainment Networks: Videotex and the Super Bulletin Boards -- 20. Online Catalogs: Consumer, Trade, and Special-Purpose Markets -- 21. Online Marketplaces -- 22. CD-ROM: Catalogs and Marketplaces -- 23. Electronic Marketing Machines.
• 24. Retail Marketing Machines -- 25. Mass Outlet In-Store Electronic Media -- 26. Electronic Marketing Machines in Public Places and Trade Shows -- 27. Direct Broadcast Satellite Business Television Marketing -- 28. Other Profitable Forms of Electronic Marketing -- 29. Electronic Customer Service -- 30. The Integration of EM into All Marketing.

ISBN

0070293651

LCCN

92044804

OCLC

• 27224058
• ocm27224058

Owning Institutions

Columbia University Libraries