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Publisher's Summary

To attain and sustain success in today's dynamic business environment, it's no longer enough to be good at just one type of marketing. Expanding into additional channels - especially the Internet - will help you attract prospective customers and increase your revenue. In fact, if you're only using one channel, you're likely leaving millions of dollars on the table and in danger of losing the customers you already have.Masterson and Tribby understand the importance of multi-channel marketing. Through their combined 59 years of business experiences - working with companies such as Agora Inc. and their Early to Rise e-newsletter, as well as other distinct products - they know what it takes to increase business success and now share their invaluable insights with you. Written in a straightforward and accessible style, they offer a detailed look at 12 of today's most important marketing channels - explaining how each one works and addressing the challenges you might face should you choose to use them. These include: direct online marketing, social media, public relations, radio and television advertising, direct space ads, event marketing, telesales, telemarketing, joint ventures, affiliate marketing, and direct mail.
©2008 Michael Masterson and MaryEllen Tribby; (P)2008 Gildan Media Corp
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Critic Reviews

"'ll discover dozens of simple actions you can take to grow your business beyond what you thought possible." (Howie Jacobson, PhD, author of AdWords For Dummies)
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Customer Reviews

Most Helpful
5 out of 5 stars
By Philips Adeniyi on 12-05-11

Great work

Would you consider the audio edition of Changing the Channel to be better than the print version?

Due to time limitation, I tend to prefer audio program than print. But I was so engross by the audio that I think one should buy the print version also. Not that the narration was poor (one of the best voice I have listened to) I however believe that having the print version will help me construct my thought instead of pausing and jotting down every sentence.

What was one of the most memorable moments of Changing the Channel?

How everything blend together in the end. This is not an audio to listen to while driving (although I did just that, but I have to listen to it repeatedly) just have to be engaged and engrossed with the product to get all the value.

What about Walter Dixon’s performance did you like?

Great voice and a great understanding of the topic. He presented the topic like a real professional. Sometimes I wonder if Michael Masterson would have presented it better (Coming from the horses mouth)

Did you have an extreme reaction to this book? Did it make you laugh or cry?

Neither laugh nor cry, but made me think, I mean really think about each of the channels presented and the ideal time to use them. Unlike some other marketing books created by academician with research and more research, this one is practical that you just need to adopt the one that suits you, and if it doesn't work try another and another and another. Instead of presenting you with a silver bullet marketing solution, Michael Masterson made you approach marking as a living organism that is constantly evolving- so keep on trying and testing and soon you will find one that will transform your business.

Any additional comments?

Great, just great, I am buying all other books by the author. I thought Ready Fire Aim was wonderful, but this one is equally exceptional.

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4 out of 5 stars
By Brian on 04-21-11

Great listen for how to improve your marketing

I'm a big fan of Mary Ellen Tribby. She says it like it as, and gives great advice. Instead of focusing on one channel of marketing, the companies that focus on many are the most successful. I would have given it 5 stars if she did the audio. That guy was a dud!:)

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