Maximarketing: The New Direction in Advertising, Promotion, and Marketing Strategy

by Thomas L. Collins and Stan Rapp

Book Overview

An exciting new illustration of the personalized marketing strategy that is changing the face of promotion today and a demonstration of the nine steps to successful one-on-one communication.... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0070511918
• ISBN13: 9780070511910
• Release Date: January 1986
• Publisher: McGraw-Hill Companies
• Length: 278 Pages
• Weight: 1.25 lbs.

Customer Reviews

Editorial Reviews of the book

Stan Rapp and Thomas L Collins are the co-founders of Rapp & Collins, one of the top three direct-response advertising agency networks in the world, with total revenues in excess of $150 million and offices around the globe. "Brilliant. Reads almost like a novel. Should become a classic in marketing." - Clay S Timon, VP and Director Advertising Worldwide, Colgate-Palmolive "The cornerstone for...successful marketing through the year 2000." - William H Williams, Senior VP Marketing, Neiman-Marcus "One of the best business books of the year." - Library Journal "A Major Contribution...Takes Up Where 'In Search Of Excellence' Left Off" - Peter Spengler, VP, Advertising Services, Bristol-Myers Company "An informative, wise, authoritative book packed with dozens of examples. Powerful enough to get general, 'image' and 'creative' advertisers to think about making their marketing efforts more accountable, more measurable, and more productive." - Business Marketing "What a visionary book! Will soon be a subject of boardroom discussions." - Bob Stone, Chairman Emeritus, Stone & Miller, a Young & Rubican Company "Stan Rapp and Tom Collins have given the marketing community the closest thing to a sure-fire recipe for success in their book. The 'smart' marketers will read and use it to guide them into the 90's and beyond." - R Jay Uhlmansiek, Director of Advertising Services, The Drackett Company "A no-nonsense guide for the CEO. Fresh thinking and advice that can make a real difference in the way you run your business." - Inc. Magazine Some companies have prospered by adapting to the new environment in marketing. Others have run into disaster by sticking with the tried-but-no-longer-true methods. MaxiMarketing, already acclaimed as the essential guide to the new age of enterprise, shows innovative companies how to: * reach the contemporary consumer with the most punch at the least cost * utilize the full power of the computer * maximize the selling potential of different forms of media * merge mass appeal with accurate targeting * build customer loyalty and cross-sell products * learn from the outstanding successes and devastating failures of leading companies * and much, much more