Changing the Channel: 12 Easy Ways to Make Millions for Your BusinessISBN: 978-0-470-53880-7
Paperback
304 pages
March 2010
 This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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Acknowledgments.
INTRODUCTION Shopping for Homes: Easier, Faster, Cheaper By MaryEllen Tribby.
CHAPTER 1 Marketing in the Twenty-First Century: How Quickly Things Have Changed.
CHAPTER 2 “DRM” and “MCM”: The Two Most Important Acronyms in Advertising Today.
CHAPTER 3 Direct-Response Online Marketing: Squeezing the Juice Out of the Low-Hanging Fruit.
CHAPTER 4 Social Media: Informal Communication, Powerful Profits.
CHAPTER 5 Search Engine Marketing: Busting Myths and Driving Sales.
CHAPTER 6 Teleconferences: All You Need Is a Phone and Good Ideas.
CHAPTER 7 Direct Mail: An Old Dog That Still Knows a Few Tricks.
CHAPTER 8 Direct Print: Getting More Than Ever for Your Ad Dollar.
CHAPTER 9 Direct-Response Television: Why Super Bowl Ads Don’t Work.
CHAPTER 10 Direct-Response Radio: Music, News, Sports, and Talk = Money.
CHAPTER 11 Telemarketing: Inbound, Outbound, Money-Bound.
CHAPTER 12 Joint Ventures: Only Streets Should Be One-Way.
CHAPTER 13 Event Marketing: Having Fun with Your Customers.
CHAPTER 14 Public Relations: Man Bites Dog; Man Gets Famous.
CHAPTER 15 The Incredible Power of a Multi-Channel Campaign.
CONCLUSION Smoking at Joe’s By Michael Masterson.
APPENDIX Examples of Ads.
Notes.
About the Authors.
Index.
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