Successful Direct Marketing Methods. / Edition 6

Successful Direct Marketing Methods. / Edition 6

by Bob Stone, Robert B. Stone
     
 

ISBN-10: 0844230030

ISBN-13: 9780844230030

Pub. Date: 11/01/1996

Publisher: NTC Publishing Group

This newly revised and expanded edition of direct marketing's classic work takes the reader step-by-step through the entire direct marketing process - from the why's and how's of successful creative to the business side of profitable direct marketing to the new world of interactive media and relational databases. All media are covered, including the traditional areas…  See more details below

Overview

This newly revised and expanded edition of direct marketing's classic work takes the reader step-by-step through the entire direct marketing process - from the why's and how's of successful creative to the business side of profitable direct marketing to the new world of interactive media and relational databases. All media are covered, including the traditional areas of print, broadcast, co-op, and telemarketing, as well as the new electronic and interactive media.

Product Details

ISBN-13:
9780844230030
Publisher:
NTC Publishing Group
Publication date:
11/01/1996
Edition description:
Older Edition
Pages:
560
Product dimensions:
7.51(w) x 9.47(h) x 1.21(d)

Table of Contents

About the Author
Foreword
Preface
Acknowledgments
Ch. 1The Uniqueness of Direct Marketing3
Ch. 2Databases in the Marketing Process22
Ch. 3New Media for Direct Marketers39
Ch. 4Magazines59
Ch. 5Newspapers78
Ch. 6TV/Radio92
Ch. 7Co-ops115
Ch. 8Telemarketing130
Ch. 9Strategic Business Planning165
Ch. 10The Design, Use, and Maintenance of Databases182
Ch. 11The Offer203
Ch. 12Selecting and Selling Merchandise and Services229
Ch. 13Business-to-Business Direct Marketing252
Ch. 14Retail Direct Marketing274
Ch. 15Managing a Lead-Generation Program288
Ch. 16Creating Direct Mail Packages315
Ch. 17Creating and Managing Catalogs357
Ch. 18Creating Print Advertising387
Ch. 19Mathematics of Direct Marketing423
Ch. 20Creativity and Testing439
Ch. 21Research for Direct Marketers460
AppCareers in Direct Marketing492
Glossary503
Index533

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