Jeff Molander, Author of the new book, Off the Hook Marketing: How to Make Social Media Sell for You  and adjunct professor, Loyola University Business School recently guest posted on the great marketing blog Convince and Convert

The title of his post is It’s About Response, Not Engagement.  We’ve embraced for some time now the notion that direct response is important to marketing.  But in his post, Jeff really brings out the point that direct response is now de facto in all aspects of marketing.  It’s worth a read.