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The days of dominance by a single advertising medium--TV for the image-building and direct mail for the direct marketer--are over. Ernan Roman's seminal vision of media integration offers a clear path to new heights of marketing effectiveness. -- Stan Rapp Chairman, Cross Rapp Associates Author of

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CHOICE Review

More than a text on direct marketing, this volume contains a surprising breadth of information starting with the basic tenets of marketing. Additional topics that receive much attention include advertising, telemarketing, and field sales. The reason for the broad range of topics is quite apparent. Roman believes the key to success is synchronizing public relations, advertising, direct mail, and field sales into a cutting-edge strategy. The message of synchronization is repeatedly addressed, and readers of this book cannot help but believe they could better organize, coordinate, and systematize the marketing efforts of their organization. The message is that strong. The integrated direct marketing (IDM) theory is supported with case documentation from IBM, AT&T, Hewlett-Packard, and various small companies. The beauty of the material rests with the revisiting of basic marketing theory. Roman sets the stage for a much more organized method of teaching and/or implementing marketing techniques. Recommended for both undergraduate and graduate business libraries. D. C. Kimball; Elms College