by Donna Baier Stein and Alexandra
Business and marketing executives
have realized for a long time that it’s a new day in marketing.
Customers, both potential and actual, don’t want to be talked at
or preached to, or put at the center of a bull’s eye. They want to
be engaged, to make their needs and wants known, in ways that suit
their particular needs.
That’s what The New Marketing
Conversation does: It gives the reader a strategic
blueprint for creating the kinds of dialogs customers want in ways
that those customers want to be engaged.
In Part I, the authors,
veteran marketers for 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 best ways to
build winning communications and creative strategies.
In Part II, they dissect
each of the media of the marketing conversation—direct mail, radio
and television, newsletters, e-mail, the Web and Wireless
communications forms—and show how to sue the strengths, avoid the
weaknesses and capitalize on particular characteristics to build
winning dialogues with customers.
In Part III—Marketing
Conversations in Action— they show how to integrate marketing
media for maximum results and give a sample 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.
About the authors of The New
Donna Baier Stein has been a
direct marketing copywriter for 25 years, working for publishers,
associations, consumer and business-to-business clients, including
American Express, Sprint, Travel & Leisure, GEICO, AARP,
Time-Life, and World Wildlife Fund. Her work has won numerous
awards. She is President of Baier Stein Direct,
She has served on the Board of
Directors of the Direct Marketing Association of Washington
(DMAW), co-founded the DMAW Creative Council, and was President of
the New England Direct Marketing Association. She is a frequent
lecturer on direct marketing and copywriting and is an Adjunct
Professor at both New York University and Fairleigh Dickinson
University. In 2003, she was named the Direct Marketer of the Year
by the New England Direct Marketing Association. She is co-author
(with Floyd Kemske) of Write on Target.
Alexandra MacAaron is
Creative Director and Queen B of Plan B Marketing Communications,
based in Marblehead, MA. She brings to this project two decades of
experience in direct marketing, advertising and new media
communications. Over the years, she has produced results-driven
work for clients such as, Polaroid, Forrester Research, Eddie
Bauer, Club Med, Sony, Bell Atlantic, Stride Rite, HBO and
Alex is the recipient of dozens of
advertising industry awards, including 3 DMA Gold ECHOs; the BPME
Gold Award for Broadcast Promotion; and the “Best of Show” Silver
Microphone for a jingle package. She frequently lectures at
universities and professional associations. Alex served as
the 2003-2004 President of the New England Direct Marketing
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