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Making Waves: How to Ride the Chaos with Direct Response Integrated Marketing Paperback – 13 May 2011


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Product details

  • Paperback: 192 pages
  • Publisher: Capstone; 1 edition (13 May 2011)
  • Language: English
  • ISBN-10: 0857082124
  • ISBN-13: 978-0857082121
  • Product Dimensions: 24.8 x 1.1 x 25 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (20 customer reviews)
  • Amazon Bestsellers Rank: 977,661 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Review

This book really is worth taking some time out for.  It clearly addresses a range of channels and provides detailed information, hints and case studies that will undoubtedly impact on your day–to–day marketing activity.     (B2B Marketing, June 2012)

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Most Helpful Customer Reviews

1 of 1 people found the following review helpful By RJP the Book Boy TOP 500 REVIEWERVINE VOICE on 14 Jan. 2012
Format: Paperback Vine Customer Review of Free Product ( What's this? )
As marketing books go this one is very innovative in its approach and layout. It is neither a textbook or a guide but more of an experience, yes they have done their marketing to make you want to read it. The presentation is bang up to date with lots of colour diagrams, decision charts, to do lists and breakdown of the messages used to construct modern marketing materials. It is a super book for the marketing professional looking to use all the latest media in a coherent and effective way. A lot of thought has gone into producing this book and it shows. I particularly learned a lot of useful information from the section on 'Search Engine Marketing' as it is a very up to date and strong chapter. The book takes apart all marketing channels and presents some new avenues and ways to explore them in a highly modern and informative way. It is a very useful book for anyone using the internet and wanting to get an edge as all aspects of design and marketing that design and its backup materials are presented. All the facts are very logical and well presented. I was very impressed by this book and loved the layout, use of examples, colours and advice presented. It is so nice to see Mark Davies and Tina Catling being brave turning a marketing book into a very enjoyable read, well done top them for a great exercise in concept marketing. If you are at the cutting edge of marketing and IT you need to read this book, highly recommended to IT , advertising and marketing personnel.
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1 of 1 people found the following review helpful By Amazon Customer VINE VOICE on 26 Mar. 2013
Format: Paperback Vine Customer Review of Free Product ( What's this? )
There are many reasons for a constant need for change in marketing. Some of the changes are implemented as a result of ineffective strategies, such as an advertisement that doesn't pull as well as expected. Other changes may be as a result of improperly identifying a target audience, which is the group of people who are most likely to use a product. Outside forces may also prompt the need for a change in marketing strategies. There are several other key reasons small companies must constantly change their marketing strategies. So do know how to adapt this change?

Making Waves is book that presents new outlook to the marketing. It is very easy and fun to read, also includes very interesting cases.
It is a reference book to understand the changes in today marketplace and estimate what will come next...
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Format: Paperback Vine Customer Review of Free Product ( What's this? )
Wonderfully presented book, that is a delight to read, to leaf through and just have on one's knee. ? A nice challenge to the Kindle format.
The book contains some interesting and thought provoking ideas but I suspect that it is the format and presentation that is the most noteworthy feature. The graphics, the colours, the nice robots and use of lines, circles, bullet points and so on are an inspiration. Just one or two niggles: there is a nasty spelling mistake on page 77 and the graphics ran ahead of themselves just a little too much on page 100 making it hard to read as it looked as though the whole page has been crossed out !

I wondered just what sort of firm would use this and I couldn't really imagine Terry Leahy ex of Tesco or Alan Sugar getting this book out to decide on the next direction for Tesco or Viglen or whatever and I suspect people like Lord Sugar would tap their foreheads and tell us that it was all up there and didn't come from a book. So further to this aim I wondered if this book is really a catalogue to act as a showcase ( which it does nicely ) for the think and outsidethebox team and I suspect that Tesco and so on would simply pick the phone up and ask them to pop round ! But for lesser firms this is not a bad overview and will give many useful pointers but rather more uplifting and positive thoughts and I suspect this is the main aim. Many thanks.
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Format: Paperback Vine Customer Review of Free Product ( What's this? )
In a genre packed with individual opinion, long novels packed with different theories and disagreement between academics and practioners this brightly coloured guide stands out amongst the competition as a definitive solution. Taking you through the process of marketing your product from discovering your strengths, through developing a strategy and then advertising materials the book is packed with suggestions and examples presented impeccably in a clear to understand and easy to read format. This book isn't going to lecture to you about acronyms or groups of words beginning with the same letter, instead it gives a perceptive focus on marketing in a practical way.

Split into well illustrated sections including catalogues, email and websites and search engine optimisation, making waves goes into detail on the pros and cons of various approaches to the different forms of marketing and gives tips and tricks of how best to make use of the tool. Rounded off with annotated examples and large pictures this book is a true practical approach brought to you in a funky format. All round excellent presentation, advice and clarity rolled into one - well worth looking at for students, practitioners, business owners or anyone with an interest in marketing.
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By Mlle J. Taylor VINE VOICE on 27 Jan. 2012
Format: Paperback Vine Customer Review of Free Product ( What's this? )
When I got this book I was really impressed: not only is it brightly coloured and very fun looking, it's easy to use, clear and informative.

The first section of the book is dedicated to explaining what Wave Marketing is and gives you lots of space to make your own notes on what has been discussed and work things out for yourself. I thought this was a great idea because it helps you to focus on your needs and hone your ideas.

The book tackles all the major marketing techniques, such as email, catalogues and many others. Each specific theme has a case study of a company that used a certain technique and how it worked for them. This is very useful, as it enables the reader to see what possible outcomes s/he could have from his / her work and it helps clarify things in one's head.

This book is definitely worth buying and reading. Its fun design and innovative look make it a pleasure to read and the interesting and useful content make it a real tool for any marketer.
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