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National Mail Order Association

 Marketing Convergence 

 

by Susan K. Jones and Edward J. "Ted" Spiegel

Marketing Convergence: How the Leading Companies Are Profiting from Integrating Online and Offline Marketing Strategies will enable you to market your products and services more effectively using the Internet.

You will increase your organization’s profitability because you’ll know how to navigate the minefields of online, interactive, and traditional marketing. You’ll have the key strategic insights into integrating your marketing across all media, and you’ll know how those strategies profitably— he way they have been used by some of the world’s smartest marketers.

Section I helps you identify the key signs to watch--and watch out for--including:

The most profitable ways of “marrying”
marketing and technology for greater market reach, brand building, and profitability.

  • The truly critical components of successful convergence and integration.
  • How to zero-in on the new savings—and avoid the new costs—of the new media.
  • Rediscovering the power of testing through Internet “speed-of-light” testing.
  • Maintaining the all-important human touch in all marketing and media channels.
  • Putting profitability, community, and “stickiness” into proper perspective.

Section II gives you the inside stories of the leaders of marketing convergence—the smart marketers who avoided the hype and capitalized on the substantial benefits of integrated marketing strategies and tactics. Some are well-known, others aren’t. But they share one thing: They used the strategies in this book to tailor their marketing programs to profitably meet the online and offline needs of their customers.

The days of gaining instant riches online with no thought to the basics are gone. So are the days of broken promises, alienated customers, and disillusioned stockholders. The tools and hands-on experience chronicled in Marketing Convergence can make profitable integrated marketing a reality for you and your every company.

Table of Contents

Foreword by Claire Brand and Scott Robinette

Preface

Acknowledgments

Section I The Strategies

Does the Internet Change Everything?

Who Survived the Dot.com Bomb – and Why

Successful Convergence = Integration

New Savings – And New Costs

Speed-of-Light Testing

The Human Touch “Community” and “Stickiness”

Mars and Venus Come to Terms

The Challenges Ahead: Four Areas of Focus

Section II The Leaders

Action Performance: Synergy with Partners

American Blind and Wallpaper Factory: Making Shopping Fun

Carnival Cruise Lines: Online Sales Are Not Always the Goal

CDW/CDWG: The Personal Touch

Chicago Symphony Orchestra: Sophisticated Software

J. C. Whitney: Unlimited Depth of Assortment (Mindpepper)

Bargainandhaggle.com: Building Relationships

OnlineOmaha Steaks: An Online Profit Center

Peapod: Leveraging Logistics

Quixtar: Ditto Delivery

Spiegel: Small Staff/Big Results

Steelcase: The Power of Ensync

Yamaha Band & Orchestra Division: Online/Offline Integration

Executives Interviewed for Marketing Convergence

Index

What the experts are saying about Marketing Convergence

"…sharpens your understanding of how to truly achieve marketing convergence and make the Internet work harder for you..."
-From the Foreword

"…an excellent book packed with the wisdom of experience. Read this book if you want to learn from some of the true pioneers and successful veterans of Internet marketing."
Hans Peter Brondmo
Digital Impact Fellow
Author, The Engaged Customer

"Finally – a to-the-point book that cuts through all the Internet noise – valuable and thought- rovoking with practical application across all aspects of E-commerce and Internet Marketing.” -Joe Charno,
Former Vice President,
Online Management and Marketing,
Sears, Roebuck, and Co.

"…an insightful overview of Internet success and failures. Lessons from their book make it clear who the winners in the Internet Age will be…” -John D. Baumann,
President
The Swiss Colony

"…incredibly practical and realistic! I lead seminars on Internet Marketing, and I learned a lot from the living examples from the seasoned veterans in this book.”
-Ashleigh Groce Sawdon
President
The APG Group

"Today’s marketers understand that individuals re using multiple media and multiple sales channels…a great look at how companies will succeed with this new consumer.”
-Tom Collinger
Associate Program of Integrated Marketing Communications
Northwestern University

About the authors of Marketing Convergence

Susan K. Jones is a Professor of Marketing at Ferris State University in Big Rapids, Michigan and a partner in the Callaghan Group, LLC in Rosemont, Illinois. She is author of Creative Strategy in Direct Marketing and co-author of Selling by Mail and was named the Charles S. Downs Direct Marketer of the Year for 2002 by the Chicago Association of Direct Marketing.

Edward J. "Ted" Spiegel is on the faculty of The Medill School of Journalism and Integrated Marketing Communications of Northwestern University, a principal in Spiegel Marketing Associates, a partner in The Callahan Group, LLC, and for 30 years senior Vice President for Marketing and Advertising at Spiegel, Inc. A multiple award winner for his work as both an educator and a practitioner, Spiegel was named one of the 200 most influential People in Direct Marketing by Target Marketing Magazine.

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