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This 548-page book gives you 100 of the most effective direct mail sales letters ever written. Plus, get hundreds of tips and checklists for effective writing, more than 100 ways to open a letter, 90 ways to close a letter, 14 sections covering all types of…

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Direct marketing has grown beyond its roots in traditional mail order to embrace a host of new technologies, customer relationship-building techniques, and performance measures. Today, businesses and nonprofits of all kinds use direct marketing, which now garners…

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This book offers a thorough examination of rumors and proposes strategies for organizations to use in combatting rumors that occur both internally and externally. Author Allan J. Kimmel explores the rumor phenomenon and distinguishes it as a distinct form of…

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Historically, bubbles have been understood primarily in financial-economic terms. In this exciting new work, Dholakia and Turcan argue that bubbles are also a socio-political and cultural phenomena, with intense and accelerating interactions of engineered hype…

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Featuring contributions by some of the leading experts in Korean studies, this book examines the political content of Kim Jong-Il's regime maintenance, including both the domestic strategy for regime survival and North Korea's foreign relations with South Korea,…

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The emergence of social media as one of the driving forces of consumers’ online experiences today also challenges our current understanding on marketing and brand management. The effects of brands’ social media involvement are to this day uncertain. Severin…

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This book explores new and leading edge marketing research approaches as successfully practiced by visionaries of academia and the research industry. Ideal as either a supplementary text for students or as a guidebook for practitioners, this book showcases the…

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This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. For top management and CFOs the book explains…

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Psychographics have been developed in the field of market research as a way to relate consumer behaviour to market choice. This book, originally published in 1992, introduces the essential elements of psychographics. It shows how researchers go about defining…

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Reflecting advances in theory, research, and application in the discipline since the publication of the Handbook of Public Relations in 2001, this new volume is global in scope and unmatched in its coverage of both academic research and professional best…

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Make Social CRM work! This book presents the first proven framework and step-by-step methodology for driving maximum value from Social CRM throughout sales, marketing, customer service, and beyond. Barton Goldenberg,the field’s #1 expert, offers a proven,…

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The second edition of this highly accessible, core textbook continues to offer students a practical guide to the process of planning, undertaking and writing about qualitative research in public relations and marketing communications. Through clear explanations…