Successful Direct Marketing Methods / Edition 7

Successful Direct Marketing Methods / Edition 7

by Bob Stone, Ron Jacobs
     
 

ISBN-10: 0658001450

ISBN-13: 9780658001451

Pub. Date: 07/28/2001

Publisher: McGraw-Hill Companies, The

With more than 250,000 copies sold,the classic text on direct marketing is now even better!

This thoroughly revised edition of Successful Direct Marketing Methods —the "bible" of direct marketing— includes expanded material on the Internet and other digital media and brand new information on E-business (including

…  See more details below

Overview

With more than 250,000 copies sold,the classic text on direct marketing is now even better!

This thoroughly revised edition of Successful Direct Marketing Methods —the "bible" of direct marketing— includes expanded material on the Internet and other digital media and brand new information on E-business (including E-communications,banners,buttons,E-mail,permission marketing). Also includes E-commerce (online merchandising and usability and navigation of websites) and E-services (online customer service,live operators,online chats,linking with call centers); up-to-the minute coverage of database marketing including data mining and online databases; expanded coverage of consumer privacy issues; new information on customer relationship marketing and teleservices— and more!

  • Completely rewritten and modernized from the last edition to include cutting-edge information on the latest E-tools available to direct marketers
  • Now includes real-life business case studies from well known companies like Ford Motor Company,Dell Computer,NutraSweet,and more!

Read More

Product Details

ISBN-13:
9780658001451
Publisher:
McGraw-Hill Companies, The
Publication date:
07/28/2001
Edition description:
Seventh Edition
Pages:
577
Product dimensions:
7.66(w) x 9.58(h) x 1.47(d)

Related Subjects

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

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >