Among the many lessons unraveled after the dot.com bust is the importance to speak with one voice in all communications. That integration means convergence. Written for practitioners from the executive level to the operational level, The New Marketing Conversation: Creating and Strengthening Relationships Between Buyers and Sellers helps readers improve their ability to develop and execute creative strategy that integrates online and offline media - from short -and long-form print to video and electronic. This cutting-edge book presents convergence in the broader marketing context but also emphasizes principles related to direct marketing. Creative strategy is a direct - and critical - extension of overall business and marketing strategy and branding. Baier-Stein/MacAaron deliver tools and strategies valuable to professionals from all areas of marketing communications, as well as general, executive-level management.



That's what The New Marketing Conversation does : It gives the reader a strategic blueprint for creating the kinds of dialogues customers want in ways that engage them. In Part I the authors, veteran marketers or a broad spectrum of firms, including consumer, business-to-business, and not-for-profit organizations, survey the kinds of preparation needed to create and build effective marketing conversations. They cover insightful new ways to use testing and research more effectively and the ways to build winning communications and creative strategies.

In Part II, they dissect all of the media of the marketing conversation - direct mail, radia and television, newsletters, e-mail, the Web, and wireless communications forms - and show how to use the strengths, avoid the weaknesses, and capitalize on particular characteristics to build winning dialogues with customers.



In Part III - Amrketing Conversations in Action - they show how to integrate marketing media for maximum results and give a samploe action plan for your new marketing conversation. Then the book concludes with a series of cases that show successful companies that followed the ideas and models in the book to build better relationships with their customers and better bottom lines for their stakeholders.