Business-To-Business Direct Marketing / Edition 2

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Overview

Business to Business Direct Marketing is the only book that discloses how to profit from the most important weapon in the business-to-business marketer's arsenal: direct marketing.

Loaded with realworld examples of how the pros consistently increase response and generate more and better leads, Business to Business Direct Marketing gives you the guidance to create and develop narketing communications that win every time. Veteran business marketer Bob Bly unlocks the secrets behind the seven key strategies and tactics of busines-to-direct marketing. He takes the reader step-by-step through the different types of communications and media at the marketer's disposal.

Bly shows you how to:

  • Cut through the hype and get real benefits from marketing in the newer electronic media, including the World Wide Web.
  • Increase the pulling power of every print ad.
  • Get more inquiries and orders from every ad.
  • Make your direct mail response rates soar.
  • Boost response from sales brochures.
  • Maximize orders from business catalogs.
  • Create hard and soft offers that sell more.
  • Profit from postcard decks.
  • Use press releases and feature articles as direct response tools.
  • Generate leads from speeches and seminars.
  • Create inquiry fulfillment packages that close more sales.
Easy to understand and use, Business to Business Direct Marketing is a gold mine of time-tested ideas and techniques guaranteed to produce more profitable communications with business buyers.
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Editorial Reviews

Booknews
Shows how to profit from direct marketing, with real-world examples of how pros increase response and generate leads. Reveals secrets behind seven key strategies and tactics of business-to-business direct marketing and describes different types of communications and media at the marketer's disposal, such as print advertising, publicity, newsletters, the Internet, seminars, electronic and audiovisual media, and telemarketing. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780844232430
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 4/11/1998
  • Edition description: REV
  • Edition number: 2
  • Pages: 416
  • Product dimensions: 0.85 (w) x 9.25 (h) x 7.50 (d)

Meet the Author

Bob Bly is an independent copywriter and consultant with more than 25 years of experience in business-to-business, high-tech, industrial, and direct marketing. He has written copy for more than 100 clients including Network Solutions, ITT Fluid Technology, Medical Economics, Intuit, Business & Legal Reports, and Brooklyn Union Gas.

Bob is the author of more than 70 books and has presented marketing, sales, and writing seminars for such groups as the U.S. Army, Independent Laboratory Distributors Association, American Institute of Chemical Engineers, and the American Marketing Association. Awards include a Gold Echo from the Direct Marketing Association, two Southstar Awards, the Standard of Excellence Award from the Web Marketing Association, and AWAI's Copywriter of the Year.

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Table of Contents

Preface
Acknowledgments
Pt. I Fundamentals of Effective Business-to-Business Direct Marketing
1 Strategic Differences Between Business-to-Business and Consumer Marketing 3
2 Tactical Differences Between Business-to-Business and Consumer Direct Marketing 25
3 Applying Direct Reponse Techniques to Business-to-Business Marketing 51
4 Target Marketing 99
5 Soft Offers 121
6 Hard Offers 147
Pt. II Business-to-Business Direct Marketing Tasks
7 Print Advertising 171
8 Direct Mail 185
9 Postcard Decks 209
10 Sales Brochures 217
11 Catalogs 231
12 Press Releases 247
13 Feature Articles 261
14 Newsletters 275
15 Speeches, Presentations, and Seminars 287
16 Business-to-Business Marketing on the World Wide Web 297
17 Electronic and Audiovisual Media 311
18 Telemarketing 327
19 Trade Shows 353
20 Inquiry Fulfillment 369
App: Resources 389
Index 397
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