Issue 77 - 03 | Don't You Want to Do Real Marketing?

By Ernan Roman
Published Dec. 8, 2010 12:00 p.m.
“I define real marketing as follows: treating customers and prospects the way we want to be treated, and earning the sale and the long term relationship through the value we provide.

Traditional marketing based on ‘Spray and Pray’ blasts of mail, email, phone calls, and so on, not only doesn’t work, but is also obscenely wasteful.”

About Ernan Roman | Ernan Roman is President of the marketing consultancy, Ernan Roman Direct Marketing, recognized as an industry pioneer that created three transformational methodologies: Integrated Direct Marketing, Opt-In Marketing, and Voice-of-Customer Relationship Research. Clients include innovative Fortune and Growth companies such as Microsoft, NBC Universal, Walt Disney, Reliant Energy, Hewlett-Packard, IBM, MSC Industrial Direct, and Songza Media, Inc. Ernan was named as one of the “100 most influential people” in Business Marketing by Crain’s B to B Magazine. His latest book on marketing is Voice of the Customer Marketing: A Proven 5-Step Process to Create Customers Who Care, Spend, and Stay.

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