Research Catalog

Title

The new maximarketing / Stan Rapp, Thomas L. Collins.

Author

Rapp, Stan.

Publication

New York : McGraw-Hill, [1995], ©1995.

Items in the Library & Off-site

Holdings

Details

Additional Authors

Collins, Thomas L.

Description

xx, 330 pages : illustrations; 24 cm

Summary

• The three books coauthored by Stan Rapp and Thomas L. Collins - MaxiMarketing, The Great Marketing Turnaround, and Beyond MaxiMarketing: Success Secrets of the MaxiMarketing Winners - spotlighted the revolutionary shift from mass marketing to the new individualized marketing. In various editions, more than 350,000 copies have influenced a new generation of marketers around the world.
• Now, 10 years after the appearance of MaxiMarketing, the first book to predict the marketing landscape of the '90s, The New MaxiMarketing is here. The authors have produced a timely, totally revised guide to what works and what doesn't work in the Information Economy - not only in America but for large and small companies worldwide.
• To address how far we have come in the decade since MaxiMarketing first appeared, the authors have rethought, refined, modified, and added to their entire system. The New MaxiMarketing is fresh and contemporary - looking at where marketing has been, where it is now, and where it is going in the electronic marketplace of tomorrow.
• It provides practical guidance for transforming your advertising, promotion, and marketing strategy to take advantage of today's instantaneous communication and unlimited access to information.
• Pooling their decades of experience on the firing line, the authors illustrate with scores of examples what matters most in marketing today. They take you step by step from maximized target selection to maximized advertising impact, maximized promotion results, maximized prospect involvement, and maximized customer cultivation.
• Plus, you'll discover where it's all heading - from the pros and cons of marketing on Internet websites to making the most of CD-ROMs, videocassettes-by-mail, electronic couponing, Faxback, and new applications of traditional media.

Subject

• Marketing
• Advertising
• Sales promotion

Note

• Includes index.

Contents

Ch. 1. Problems and Challenges in Today's Marketplace -- Ch. 2. The Essence of the Maximarketing Solution -- Ch. 3. Maximized Target Selection: Finding Your Best Prospects and Customers -- Ch. 4. Maximized Media Exploration: The New Embarrassment of Riches -- Ch. 5. Maximized Accountability: The Search for Making Advertising Truly Accountable -- Ch. 6. Maximized Advertising Impact: Appealing to the Whole Brain to Build a Brand -- Ch. 7. Maximized Promotion Results: Finding a Better Way in the Information Age -- Ch. 8. Maximized Prospect Involvement: Building a Bridge between the Advertising and the Sale -- Ch. 9. Maximized Customer Cultivation: Using Your Database to Forge Lasting, Profitable Relationships -- Ch. 10. The Maximarketing of Today and Tomorrow.

ISBN

007052033X

LCCN

95037007

OCLC

ocm33008535

Owning Institutions

Columbia University Libraries