Mastering Alliance Strategy or Business to Business Direct Marketing

Mastering Alliance Strategy: A Comprehensive Guide to Design, Management, and Organization

Author: Benjamin Gomes Casseres

Successful business alliances today are critical to the competitive advantage of many companies. Mastering Alliance Strategy presents state-of-the-art thinking and practices for using partnerships effectively. This essential resource will help you understand and use alliances better, whether you are a new or seasoned alliance professional, a business-development specialist, a line manager, or a top executive. The authors argue that the secrets to success lie not solely in the intricacies of a deal but also in the strategy and organization behind the deal. They draw ideas and tools from years of research and reporting on four elements that are key to an effective alliance strategy:
* Designing the alliance and crafting the agreement
* Managing the alliance after it is launched
* Leveraging a constellation of alliances
* Building an internal alliance capability

New interesting textbook: Delta Force or Mudslingers

Business-To-Business Direct Marketing: Proven Direct Response Methods to Generate More Leads and Sales, Second Edition

Author: Robert W Bly

Business to Business Direct Marketing is the only book that discloses how to profit from the most important weapon in the business-to-business marketer's arsenal: direct marketing.
Loaded with realworld examples of how the pros consistently increase response and generate more and better leads, Business to Business Direct Marketing gives you the guidance to create and develop narketing communications that win every time. Veteran business marketer Bob Bly unlocks the secrets behind the seven key strategies and tactics of busines-to-direct marketing. He takes the reader step-by-step through the different types of communications and media at the marketer's disposal.
Bly shows you how to:

• Cut through the hype and get real benefits from marketing in the newer electronic media, including the World Wide Web.
• Increase the pulling power of every print ad.
• Get more inquiries and orders from every ad.
• Make your direct mail response rates soar.
• Boost response from sales brochures.
• Maximize orders from business catalogs.
• Create hard and soft offers that sell more.
• Profit from postcard decks.
• Use press releases and feature articles as direct response tools.
• Generate leads from speeches and seminars.
• Create inquiry fulfillment packages that close more sales.

Easy to understand and use, Business to Business Direct Marketing is a gold mine of time-tested ideas and techniques guaranteed to produce more profitable communications with business buyers.


Bob Bly is an independent copywriter and consultant with more than 25 years of experience in business-to-business, high-tech,industrial, and direct marketing. He has written copy for more than 100 clients including Network Solutions, ITT Fluid Technology, Medical Economics, Intuit, Business & Legal Reports, and Brooklyn Union Gas.
Bob is the author of more than 70 books and has presented marketing, sales, and writing seminars for such groups as the U.S. Army, Independent Laboratory Distributors Association, American Institute of Chemical Engineers, and the American Marketing Association. Awards include a Gold Echo from the Direct Marketing Association, two Southstar Awards, the Standard of Excellence Award from the Web Marketing Association, and AWAI's Copywriter of the Year.

Booknews

Shows how to profit from direct marketing, with real-world examples of how pros increase response and generate leads. Reveals secrets behind seven key strategies and tactics of business-to-business direct marketing and describes different types of communications and media at the marketer's disposal, such as print advertising, publicity, newsletters, the Internet, seminars, electronic and audiovisual media, and telemarketing. Annotation c. by Book News, Inc., Portland, Or.

Table of Contents:

	Preface
	Acknowledgments
Pt. I	Fundamentals of Effective Business-to-Business Direct Marketing
1	Strategic Differences Between Business-to-Business and Consumer Marketing	3
2	Tactical Differences Between Business-to-Business and Consumer Direct Marketing	25
3	Applying Direct Reponse Techniques to Business-to-Business Marketing	51
4	Target Marketing	99
5	Soft Offers	121
6	Hard Offers	147
Pt. II	Business-to-Business Direct Marketing Tasks
7	Print Advertising	171
8	Direct Mail	185
9	Postcard Decks	209
10	Sales Brochures	217
11	Catalogs	231
12	Press Releases	247
13	Feature Articles	261
14	Newsletters	275
15	Speeches, Presentations, and Seminars	287
16	Business-to-Business Marketing on the World Wide Web	297
17	Electronic and Audiovisual Media	311
18	Telemarketing	327
19	Trade Shows	353
20	Inquiry Fulfillment	369
	App: Resources	389
	Index	397