OPT-IN MARKETING : How the Breakthrough Process of Consensual

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Summary: Here's the future of Direct Marketing!
Review: Ernan Roman and Scott Hornstein have seen the writing on the wall, that customers and prospects are increasingly dodging mass, unasked for commercial messages. They advocate the next important idea, namely opt-in marketing, marketing that receives the permission of the customer or prospect to be in touch. They go beyond permission marketing into consensual marketing and provide cases and evidence of its great effectiveness. They address the major objections that might arise and spell out strategy and tactics that have worked with their major clients. This is the next wave of direct marketing and they are the pioneers.

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Summary: innovative and psychologically sophisticated marketing
Review: Good to see individuals in the marketing/advertising field who truly understand the complexity of people and organizations. Consistent with the most up-to-date approaches in the field of psychology (specifically psychotherapy research), the authors of this new book are quite persuasive in showing readers the enormous value in tailoring marketing approaches to the individual needs of different organizations. Moreover, they use statistics in a quite user-friendly way and they also offer a great and quite readable variety of case material to support their views. An engaging, persuasive, and innovative look at contemporary marketing. Well worth a look; you'll find yourself hooked.

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Summary: Required Reading for Marketers
Review: There are 3 keys to your success: Execution, Execution, Execution. Roman and Hornstein deliver - with precision - on the who, what, where, when and how of each. A must read. John Wanamaker would give it 'two thumbs up'

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Summary: learn what's in this book
Review: There are things in this book that you can't get elsewhere...at least I've never been able to find them. At our company, we've tried for years to successfully integrate our direct marketing and sales teams. We also want to lengthen the lifetime of our customers. The authors have been doing this for years and it shows in their case studies. If you can learn what's in this book and pull it off in your organization, you'll join the less than 2% minority of companies who have achieved this level of marketing excellence.

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Summary: Finally -- a customer-centered marketing approach
Review: This is must reading for the serious marketing strategist. It's a prescient look at how companies will have to interact with customers in order to break through communication clutter and sustain growth. I plan to use it as a regular reference for strategic planning. The section on customer care is an important addition to the current thinking about marketing communications. I like that it lays out a disciplined process for creating, implementing and measuring effective programs that provide lasting value, not just tactical applications. The last chapter of checklists alone is worth the price of the book.