Best three Old School Business Books, Part 3

This one is completely out of print, methinks. Time to visit your local used book store!

Before Big Data and social media was direct marketing and relationship building through multiple channels. Same theory, different media. With literally hundreds of case studies and references to academic research, Rapp and Collins discusses what actually works in an integrated marketing communications plan.

Love the fact that accountability (proving that it works) and ROI is Step 3 of their nine-step process and not at the very end! In sum, it’s a very good book that deals with what you need to know before you research social media further.

http://www.amazon.com/Maxi-marketing-Direction-Advertising-Promotion-Marketing/dp/0452262380

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