Amazon.com Product Description (ISBN 0470375027, Hardcover)

Changing the Channel offers you a detailed look at twelve of today's most important marketing channels–explaining how each one works and addressing the challenges you might face should you choose to use them. 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, telemarketing, joint ventures, affiliate marketing, and direct mail. With this book, you'll quickly discover how marketing across multiple channels can help develop quality customer relationships and improve your bottom line.