B. Stone, R. Jacobs

Successful Direct Marketing Methods

Interactive, Database, and Customer-Based Marketing for Digital Age

• Gebundenes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: McGraw-Hill Professional
• 8th edition
• Seitenzahl: 696
• Erscheinungstermin: 1. Februar 2008
• Englisch
• Abmessung: 245mm x 200mm x 45mm
• Gewicht: 1332g
• ISBN-13: 9780071458290
• ISBN-10: 0071458298
• Artikelnr.: 21668977

Autorenporträt

Bob Stone Chairman Emeritus, Stone & Adler, Inc. President, Bob Stone, Inc. Awards Member of Direct Marketing Hall of Fame. Eight-time winner of the Direct Marketing Association's Best of Industry Award. Recipient of the Charles S. Downes Award for direct marketing contributions. Recipient of the Edward N. Mayer, Jr. Award for contributions to direct marketing education and two Gold Echo Awards as well as the John Caples Award for copy excellence. Articles and Books Bob Stone was a feature columnist in Advertising Age for 12 years, writing over 200 articles on the subject of direct marketing. He is the author of Successful Direct Marketing Methods, now in its seventh edition. (Over 200,000 copies in print, including foreign editions.) He has also authored Direct Marketing Success Stories and co-authored Successful Telemarketing. NTC Business Books of Lincolnwood, Illnois is the publisher of Stone's books. Teaching Stone has taught degree programs at Northwestern University and University of Missouri. He has lectured extensively in the States, Europe, Asia, and Australia. Affiliations Former Director, Direct Marketing Association Former President, Chicago Association of Direct Marketing Former President, Associated Third Class Mail Users Former Trustee, Direct Marketing Educational Foundation

Inhaltsangabe

Section One: Direct Marketing Essentials
Chapter 1: The Scope of Direct Marketing Chapter 2: Business, Strategic and
Direct Marketing Planning Chapter 3: The Impact of DatabasesChapter 4:
Consumer and Business Mailing ListsChapter 5: The OfferChapter 6: Building
Customer RelationshipsChapter 7: Implementing Global Direct Marketing
CampaignsChapter 8: Business-to-Business Direct MarketingChapter 9:
Marketing to Businesses with Lead Generation
Section Two: Media of Direct Marketing
Chapter 10 - MagazinesChapter 11 - NewspapersChapter 12 - TV/RadioChapter
13: Insert and Co-op MediaChapter 14: Telemarketing/Teleservices
Section Three: Internet Direct Marketing
Chapter 15: Overview of Internet Direct MarketingChapter 16:
E-Communications Chapter 17: E-Commerce
Section Four: Managing the Creative Process
Chapter 18: Creating Direct Mail AdvertisingChapter 19: Creating and
Managing CatalogsChapter 20: Creating Print AdvertisingChapter 21: Modeling
for Business Decision SupportChapter 22: Mathematics of Direct
MarketingChapter 23: Innovation through Creativity and TestingChapter 24:
Research for Direct MarketingGlossary