Changing the channel

An all-encompassing guide to making the most from multi-channel marketing Written in a straightforward and accessible style, Changing the Channel offers you a detailed look at twelve of today's most important marketing channels-explaining how each one works individually as well as in conjunction with each other, leveraging the power of your message for explosive profits. Page by page, you'll become familiar with a variety of approaches, including direct online marketing, social media, public relations, radio and television advertising, direct space ads, event marketing, telesales,…