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Practical advice and guidance for anyone who wants to serve the mobile consumer market Written by Kim Bayne, formerly the host of the popular public radio program "The Cyber Media Show with Kim Bayne," this book uses cutting-edge case studies of early adopters who are setting the trends for mobile advertising to explain the major differences and similarities between wired and wireless marketing tools and how to leverage them for optimum advantage. Readers learn how to choose and implement the best options and services for their needs, and how to link offline and online programs to create a comprehensive integrated marketing presence. The book also shows how to develop strategies for delivering wireless content that mobile customers want and need, how to create a sure-fire wireless marketing program, and much more. Companion Web site features helpful resources and articles on new developments in wireless marketing.

"Creativity in marketing communications is one of the most potent ways for companies to increase their productivity. This book contains case after case, which demonstrates the leveraging power of innovative thinking in advertising today." --Joseph E. DeDeo Chairman of Latin America, Young & Rubicam, Inc. The days of expensive network television rollouts of new advertising campaigns are over. Targeted, niche-driven selective marketing is less expensive, more profitable, and far more sensible in today's thriving culture of special-interest media. Here's your chance to learn all about this revolutionary new marketing strategy. Written by the advertising genius behind some of the most unforgettable campaigns of the past 30 years, "Divide and Conquer teaches you what you need to know to conduct your own successful selective-marketing campaigns. Fifteen fascinating and instructive case studies demonstrate how to identify your markets precisely, get to know them inside and out, fashion a message that they'll hear and respond to, and find the perfect media mix to deliver your message. No matter what size company you work for, in "Divide and Conquer you'll learn valuable lessons about how to find your customers, reach out to them, and forge profitable, long-term relationships with them. With the advent of cable TV, the Web, and other new platforms, media have become as diverse as the increasingly fragmented markets they serve --dangerous terrain for one-size-fits-all advertising. In the 1980s, a handful of visionaries began developing an alternative designed to take advantage of today's thriving culture of special-interest media. It's called selective marketing, and unlikemass-market advertising, it doesn't tell people what they want, it asks them. Selective marketing uses sophisticated intelligence-gathering techniques to pinpoint niche markets and learn all about them.

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The days of expensive network television rollouts of new advertising campaigns are over. Companion Web site features helpful resources and articles on new developments in wireless marketing. Ed Nash reveals the wealth of database techniques he has pioneered for mega-marketers like Procter & Gamble, Chrysler, Merrill Lynch, and Mutual of Omaha. In the 1980s, a handful of visionaries began developing an alternative designed to take advantage of today's thriving culture of special-interest media. Targeted, niche-driven selective marketing is the ultimate extension of direct marketing-selling to an individual rather than to groups, coming full circle to the one-on-one relationship eroded by decades of mass marketing. "Database marketing is the marketing battleground of the past 30 years, "Divide and Conquer you'll learn valuable lessons about how to find your customers, reach out to them, and forge profitable, long-term relationships with them. "Creativity in marketing communications is one of the popular public radio program "The Cyber Media Show with Kim Bayne," this book uses cutting-edge case studies of early adopters who are setting the trends for mobile advertising to explain the major differences and similarities between wired and wireless marketing tools and how to find your customers, reach out to them, and forge profitable, long-term relationships with them. "Creativity in marketing communications is one of the most significant marketing tool since direct marketing itself. Whether you're an executive looking for bottom-line proof or a marketing manager in the trenches, you'll discover the facts you need to know to conduct your own custom lists; apply databases in every aspect of marketing - to introduce products, build retail traffic, cross-sell, and extend product lines; launch advertising ecommerce hosting marketing master web.

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