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An all-encompassing guide to making the most from multi-channelmarketing

Written in a straightforward and accessible style, Changingthe Channel offers you a detailed look at twelve of today'smost important marketing channels-explaining how each one worksindividually as well as in conjunction with each other, leveragingthe power of your message for explosive profits.

Page by page, you'll become familiar with a variety ofapproaches, including direct online marketing, social media, publicrelations, radio and television advertising, direct space ads,event marketing, telesales, telemarketing, joint ventures,affiliate marketing, and direct mail.

  • Discusses how to create successful marketing campaigns by usinga mix of different marketing channels
  • Offers some smart ways to track customer buying habits with adatabase that covers all marketing channels
  • Helps you learn how to develop profitable relationships withyour customers through frequent contact and by providing freequality content-not just sales pitches

With this book as your guide, you'll quickly discover howmarketing across multiple channels can help develop qualitycustomer relationships and improve the bottom line of yourbusiness.

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