Integrated Direct Marketing

by Ernan Roman

The days of dominance by a single advertising medium--TV for the image-building and direct mail for the direct marketer--are over. Ernan Roman's seminal vision of media integration offers a clear path... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0844233498
• ISBN13: 9780844233499
• Release Date: January 1995
• Publisher: McGraw-Hill Companies
• Length: 223 Pages
• Weight: 1.15 lbs.
• Dimensions: 0.9" x 6.3" x 9.3"

Customer Reviews

Great concept

Great concept that would be fairly difficult to implement...but worth it. Excellent seminar is available from AMA. Good real-world examples and metrics.

Articulated the benefits of Direct Mail + Telemarketing

Great reference. The case studies show specifically how the program works. Also, the detailed forms and plans in the appendices help you start using the material immediately. Being in the business, I found this very useful!