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No longer can the offline remain separate from the online. Integrated, customer–centric, cross–channel marketing campaigns persuade customers to act, provide greater ROI, and ultimately improve your organization′s bottom line. This must–have guide synthesizes the successful methods and metrics that online, direct, and brand marketers have employed for years so that you can develop, implement, and measure successful cross–channel campaigns. Multichannel marketing expert Akin Arikan takes you from customer acquisition to customer relationship management with strategic advice, effective case studies, and proven metrics.