The new maximarketing - Rapp, Stan; Collins, Thomas L. (New York McGraw-Hill, 1996)
CHAPTER ONE. PROBLEMS AND CHALLENGES IN TODAY'S MARKET PLACE -- CHAPTER TWO. THE ESSENCE OF THE MAXIMARKETING SOLUTION -- CHAPTER THREE. MAXIMIZED TARGET SELECTION: FINDING YOUR BERST PROSPECTS AND CUSTOMERS -- CHAPTER FOUR. MAXIMIZED MEDIA EXPLORATION: THE NEW EMBARRASSMENT OF RICHES -- CHAPTER FIVE. MAXIMIZED ACCOUNTABILITY: THE SEARCH FOR MAKING ADVERSTISING TRULY ACCOUNTABLE -- CHAPTER SIX. MAXIMIZED ADVERTISING IMPACT: APPEALING TO THE WHOLE BRAIN TO BUILD A BRAND -- CHAPTER SEVEN. MAXIMIZED PROMOTION RESULTS: FINDING A BETTER WAY IN THE INFORMATION AGE -- CHAPTER EIGHT. MAXIMIZED PROSPECT INVOLVEMENT: BUILDING A BRIDGE BETWEEN THE ADVERTISING AND THE SALE -- CHAPTER NINE. MAXIMIZED CUSTOMER CULTIVATION: USING YOUR DATABASE TO FORGE LASTING, PRFITABLE RELATIONSHIPS -- CHAPTER TEN. THE MAXIMARKETING OF TODAY AND TOMORROW.
Includes bibliographical references (p. 313-319) and index.
Keywords: Marketing; Advertising; Sales promotion