Successful Direct Marketing Methods / Edition 8

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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 30 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.

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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: 438,758
  • 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.

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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
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