[eBook Code] Changing the Channel (eBook Code, 1st)

Foreword.

Acknowledgments.

INTRODUCTION Shopping for Homes: Easier, Faster, Cheaper By MaryEllen Tribby.

CHAPTER 1 Marketing in the Twenty-First Century: How Quickly Things Have Changed.

CHAPTER 2 “DRM” and “MCM”: The Two Most Important Acronyms in Advertising Today.

CHAPTER 3 Direct-Response Online Marketing: Squeezing the Juice Out of the Low-Hanging Fruit.

CHAPTER 4 Social Media: Informal Communication, Powerful Profits.

CHAPTER 5 Search Engine Marketing: Busting Myths and Driving Sales.

CHAPTER 6 Teleconferences: All You Need Is a Phone and Good Ideas.

CHAPTER 7 Direct Mail: An Old Dog That Still Knows a Few Tricks.

CHAPTER 8 Direct Print: Getting More Than Ever for Your Ad Dollar.

CHAPTER 9 Direct-Response Television: Why Super Bowl Ads Don’t Work.

CHAPTER 10 Direct-Response Radio: Music, News, Sports, and Talk = Money.

CHAPTER 11 Telemarketing: Inbound, Outbound, Money-Bound.

CHAPTER 12 Joint Ventures: Only Streets Should Be One-Way.

CHAPTER 13 Event Marketing: Having Fun with Your Customers.

CHAPTER 14 Public Relations: Man Bites Dog; Man Gets Famous.

CHAPTER 15 The Incredible Power of a Multi-Channel Campaign.

CONCLUSION Smoking at Joe’s By Michael Masterson.

APPENDIX Examples of Ads.

Notes.

About the Authors.

Index.