Successful Direct Marketing Methods

Features

• Cover Type: Hard Cover with 592 pages
• Published by: McGraw-Hill
• Edition: 8th Edition November 14, 2007
• Written in: English
• ISBN 10 Number: 0071458298
• ISBN 13 Number: 978-0071458290
• Book Dimensions: 9.2 x 7.6 x 1.8 inches
• Weighs: 2.8 pounds

Book Description


Direct marketing has grown beyond its roots in traditional mail order to embrace a host of new technologies, customer relationship-building techniques, and performance measures. Today, businesses and nonprofits of all kinds use direct marketing, which now garners 25% of the U.S. marketer's budget, surpassing newspapers and broadcast TV.

Hailed as the “bible” of direct marketing for over thirty years, Successful Direct Marketing Methods has been completely updated and expanded with all the latest tools and techniques needed for success in today's digital, multi-channel marketplace. Written by world-renowned direct marketing experts Bob Stone and Ron Jacobs, the Eighth Edition of Successful Direct Marketing Methods contains major revisions to chapters on the creative process, fully covering the development of direct mail advertising, catalogs, and print advertising. The Eighth Edition also explores such new topics as:

• The expanding objectives of direct marketing in the digital age
• Techniques for optimizing customer acquisition, up-selling and cross-selling, reducing defections, extending loyalty, and improving retention
• CRM applications, data mining, call center, campaign management, and sales force automation
• Customer experience management--connecting customers and brands at every touch point
• Brand building with direct marketing tools and techniques
• The growth of direct marketing in Europe, Asia, and Latin America
• Methods of international marketing--both direct and telemarketing

Successful Direct Marketing Methods offers professionals a comprehensive roadmap for direct marketing success across today's multiple marketing channels.

Back Cover Copy


“The most thorough, straightforward, and informative book available on direct marketing…As the industry continues to grow, it is essential we have one central resource to fall back upon which clearly states the defining principles, practices, and applications of the direct marketing discipline. This book represents that one key resource for clients, agencies, and students of direct marketing.” —John R. Goodman, President, Pareto Marketing, Inc.

“A totally current, authoritative marketing corpus for students and executives alike… Stone and Jacobs present a compelling guide to understanding and profiting from the shockwaves of change that have shattered the mass market into pieces as small as a single customer, driving relevancy in marketing and rewriting all the rules.” —Daniel Morel, Chairman and Global CEO, Wunderman “…Bob Stone and Ron Jacobs have done an great job of laying out the requirements for the new era of one-to-one marketing online.” —George S. Wiedemann, former President and CEO, Responsys.com

“The single most comprehensive and contemporary tool in direct marketing. It is rich in its coverage of the expanded direct marketing landscape…I can’t imagine anyone in direct marketing not finding it indispensable.” —Jerry I. Reitman, former Executive Vice President, The Leo Burnett Company, and author of Beyond 2000: The Future of Direct

Reader Reviews
This review is from: Successful Direct Marketing Methods (Hardcover) Mr. Stone lays out in complete and easily to understand terms, the essential techniques for planning objectives and strategies and properly using tactics. Every direct marketer has read this book and uses its guidelines for timeless, quality, financially successful direct marketing planning. I encourage you to read it. Comment | | (Report this)