Gift Guide

Successful Direct Marketing Methods / Edition 8

Hardcover (Print)
Rent from
(Save 81%)
Est. Return Date: 01/21/2015
Buy Used
Buy Used from
(Save 41%)
Item is in good condition but packaging may have signs of shelf wear/aging or torn packaging.
Condition: Used – Good details
Used and New from Other Sellers
Used and New from Other Sellers
from $25.35
Usually ships in 1-2 business days
(Save 60%)
Other sellers (Hardcover)
  • All (13) from $25.35   
  • New (6) from $31.37   
  • Used (7) from $25.35   


“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,

“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

Read More Show Less

Product Details

  • ISBN-13: 9780071458290
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 11/14/2007
  • Edition description: REV
  • Edition number: 8
  • Pages: 592
  • Sales rank: 463,143
  • Product dimensions: 7.70 (w) x 9.70 (h) x 1.70 (d)

Meet the Author

Bob Stone was the cofounder and Chairman Emeritus of Stone & Adler, Inc., now a Young & Rubicam company. One of the pioneers of direct marketing, he was an eight-time winner of the Direct Marketing Association's “Best in Industry Award.” A former director of the Direct Marketing Association, Mr. Stone was one of the earliest inductees into the Direct Marketing Hall of Fame.

Ron Jacobs is president of Jacobs &

Clevenger, a multichannel, direct marketing

communications agency that provides direct,

digital, and database marketing services;

transactional branding; and customer

marketing programs. J&C’s practice areas

include cross-channel strategy and planning,

implementation, and creative and database

optimization. The author of many articles on

direct marketing and a frequent speaker, he

works with clients and organizations in the

U.S. and around the world.

Read More Show Less

Table of Contents

About the Authors
Sect. 1 Direct Marketing Essentials
Ch. 1 The Scope of Direct Marketing 3
Ch. 2 Business, Strategic, and Direct Marketing Planning 25
Ch. 3 The Impact of Databases 49
Ch. 4 Consumer and Business Mailing Lists 69
Ch. 5 The Offer 95
Sect. 2 Media of Direct Marketing
Ch. 6 Magazines 125
Ch. 7 Newspapers 145
Ch. 8 TV/Radio 159
Ch. 9 Co-ops 181
Ch. 10 Telemarketing/Teleservices 195
Sect. 3 Internet Direct Marketing
Ch. 11 Overview of Internet Direct Marketing 221
Ch. 12 E-Communications 245
Ch. 13 E-Commerce 263
Sect. 4 Managing the Creative Process
Ch. 14 Creating Direct Mail Advertising 287
Ch. 15 Creating and Managing Catalogs 331
Ch. 16 Creating Print Advertising 363
Sect. 5 Marketing to Businesses
Ch. 17 Business-to-Business Direct Marketing 379
Ch. 18 Managing a Lead-Generation Program 401
Sect. 6 Marketing Intelligence
Ch. 19 Modeling for Business Decision Support 433
Ch. 20 Mathematics of Direct Marketing 451
Ch. 21 Innovation Through Creativity and Testing 467
Ch. 22 Research for Direct Marketers 487
App Careers in Direct Marketing
Glossary 529
Index 563
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)