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List Price: $24.95Amazon.com's Price: $14.82 You Save: $10.13 (41%)as of 03/19/2010 10:09 EDT
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Binding: Hardcover
Dewey Decimal Number: 658.8
EAN: 9780470375020
ISBN: 0470375027
Label: Wiley
Manufacturer: Wiley
Number Of Items: 1
Number Of Pages: 286
Publication Date: October 27, 2008
Publisher: Wiley
Studio: Wiley
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Editorial Review:
Product Description:
An all-encompassing guide to making the most from multi-channel marketing
Written in a straightforward and accessible style, Changing the Channel offers you a detailed look at twelve of today's most important marketing channels-explaining how each one works individually as well as in conjunction with each other, leveraging the power of your message for explosive profits.
Page by page, you'll become familiar with a variety of approaches, including direct online marketing, social media, public relations, radio and television advertising, direct space ads, event marketing, telesales, telemarketing, joint ventures, affiliate marketing, and direct mail. - Discusses how to create successful marketing campaigns by using a mix of different marketing channels
- Offers some smart ways to track customer buying habits with a database that covers all marketing channels
- Helps you learn how to develop profitable relationships with your customers through frequent contact and by providing free quality content-not just sales pitches
With this book as your guide, you'll quickly discover how marketing across multiple channels can help develop quality customer relationships and improve the bottom line of your business.
Average Rating: 
Rating:  -
For those wanting to learn more about cross-channel marketing, MaryEllen has an amazing book. I read this over the Christmas break and it has to be one of the best, most objective and down-to-earth books on marketing I've found. Obviously written with some real-world experience. Perhapos the title itself could have been better, since it doesn't really portray what's within. However after a few pages, you quickly realise what an amazing resource this book is.
An exceptionally easy-to ... Read More
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I would recommend that you take a good look here as well as combine it with more specific books on specific channels. Well put together and easy to read/follow with some good examples to get you started. Highly recommend for signing up for the "Early To Rise" newsletter put out by Masterson - always something you can use and/or perspectives to consider. Will you make millions using his book? That really depends on how much work you are willing to put into your idea/business. I have been working ... Read More
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This book is an excellent book for small business marketers or larger business marketers. It encourages you to think through and evaluate all forms of media for marketing your products and services. The examples and tools are effective and thought provoking. And, it is a nice reminder that it's not just about the internet. You will still want to evaluate all options. I would like to point out that it is clearly based on Direct Response Marketing and has more examples of products and services that ... Read More
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Changing the Channel: 12 Easy Ways to Make Millions for Your Business by Michael Masterson and MaryEllen Tribby Whether your business is a storefront, online, sales, or any other, this book is a wealth of knowledge to help any business succeed. These authors have totaled 59 years of business successes and have graciously shared all the tricks of marketing with the readers. You may think you know all the channels of promoting your business, but it is almost certain you have not tried ALL of the twelve ... Read More
Rating:  -
I was a little bit disappointed in Changing the Channel as I was expecting a book outlining more specific or groundbreaking ideas. I do think it's a good overview, and if you have little or no marketing experience, it's a good read. But, if you've been in marketing for some time, it really doesn't offer anything new. To say "Try more marketing channels" is really just saying "spend more money." Granted, they push testing, and that's good, but for small businesses, the option to just spend and test doesn't ... Read More
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