Successful Direct Marketing Methods / Edition 8

Successful Direct Marketing Methods / Edition 8

by Bob Stone, Ron Jacobs
     
 

“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,

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Overview

“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 excellent 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

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Product Details

ISBN-13:
9780071458290
Publisher:
McGraw-Hill Professional Publishing
Publication date:
11/14/2007
Edition description:
REV
Pages:
592
Sales rank:
418,931
Product dimensions:
7.70(w) x 9.70(h) x 1.70(d)

Table of Contents

About the Authors
Foreword
Preface
Acknowledgments
Sect. 1Direct Marketing Essentials
Ch. 1The Scope of Direct Marketing3
Ch. 2Business, Strategic, and Direct Marketing Planning25
Ch. 3The Impact of Databases49
Ch. 4Consumer and Business Mailing Lists69
Ch. 5The Offer95
Sect. 2Media of Direct Marketing
Ch. 6Magazines125
Ch. 7Newspapers145
Ch. 8TV/Radio159
Ch. 9Co-ops181
Ch. 10Telemarketing/Teleservices195
Sect. 3Internet Direct Marketing
Ch. 11Overview of Internet Direct Marketing221
Ch. 12E-Communications245
Ch. 13E-Commerce263
Sect. 4Managing the Creative Process
Ch. 14Creating Direct Mail Advertising287
Ch. 15Creating and Managing Catalogs331
Ch. 16Creating Print Advertising363
Sect. 5Marketing to Businesses
Ch. 17Business-to-Business Direct Marketing379
Ch. 18Managing a Lead-Generation Program401
Sect. 6Marketing Intelligence
Ch. 19Modeling for Business Decision Support433
Ch. 20Mathematics of Direct Marketing451
Ch. 21Innovation Through Creativity and Testing467
Ch. 22Research for Direct Marketers487
AppCareers in Direct Marketing
Glossary529
Index563

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