Creative Strategy in Direct & Interactive Marketing

The right creative strategy can mean the difference between success and failure in a direct or interactive marketing program. And the all-new third edition of Creative Strategy in Direct and Interactive Marketing by Susan K. Jones (Racom—www.Racombooks.com—in conjunction with the Direct Marketing Association $49.95) has been totally revised to address the new issues of interactive marketing media, marketing integration and convergence of all media. The opening section gives an overview of the new world of direct marketing and interactive creative strategy, including: ? The art and science of marketing creativity and the strategic challenges of direct marketing and interactivity.

Jones is a tenured, full Professor of Marketing at Ferris State University and a partner of The Callahan Group, LLC. Ms. Jones also heads her own firm, Susan K. Jones and Associates. At Ferris State, Ms. Jones teaches direct marketing, e-commerce marketing, and advertising courses. She developed and leads Ferris State’s e-commerce marketing concentration. Ms. Jones conducts frequent day-long and two-day marketing training programs for businesses and trade groups, and she is a frequent speaker at direct and interactive marketing conferences. She is the author or editor of more than 20 books, including Selling by Mail (with John W. Graham), Marketing Convergence (with Ted Spiegel), and Readings & Cases in Integrated Marketing Communications (with J.Steven Kelly).