01662nam a2200217Ia 4500 CTU_100623 210402s9999 xx 000 0 und d 709000 658.8 M298 Marconi, Joe Creating the marketing experience : new strategies for building relationships with your target market Joe Marconi Australia Thomson 2005 Companies small and large are concerned about the increased difficulty in developing marketing vehicles that cut through the clutter and make a positive impact on sales-resistant prospects. To promote products effectively and optimize results, marketers must use all of the tools at their disposal in an integrated plan. In his latest book, marketing and PR authority Joe Marconi helps companies create and maintain an effective marketing experience. Noting that marketing productivity is on the decline due to saturation of sales messages, increased customer indifference, and easily copied competitive advantage, this cutting-edge book illustrates that people need to feel kinship with the product and the marketer. Packed with case studies, the book helps marketers create the contexts in which prospects can experience the brand on their own terms without an interrupting sales pitch. Combining the best of publicity/PR and marketing, the book reflects the growth of integrated marketing communications and the decline of paid marketing and media. Relationship marketing,Target marketing Hiếu Trung tâm Học liệu Trường Đại học Cần Thơ