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Successful Direct Marketing Methods

Interative, Database, and Customer-Based Marketing for Digital Age. 8 ed. Illustrations. Sprache: Englisch.
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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, whic … weiterlesen
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Titel: Successful Direct Marketing Methods
Autor/en: Bob Stone, Ron Jacobs

ISBN: 0071458298
EAN: 9780071458290
Interative, Database, and Customer-Based Marketing for Digital Age.
8 ed.
Illustrations.
Sprache: Englisch.
McGraw-Hill Education - Europe

5. Dezember 2007 - gebunden - 696 Seiten

Beschreibung

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.

Inhaltsverzeichnis


Chapter 1: The Scope of Direct Marketing
Chapter 2: Business, Strategic and Direct Marketing Planning
Chapter 3: The Impact of Databases
Chapter 4: Consumer and Business Mailing Lists
Chapter 5: The Offer
Chapter 6: Building Customer Relationships
Chapter 7: Implementing Global Direct Marketing Campaigns
Chapter 8: Business-to-Business Direct Marketing
Chapter 9: Marketing to Businesses with Lead Generation

Chapter 10 - Magazines
Chapter 11 - Newspapers
Chapter 12 - TV/Radio
Chapter 13: Insert and Co-op Media
Chapter 14: Telemarketing/Teleservices

Chapter 15: Overview of Internet Direct MarketingChapter 16: E-Communications
Chapter 17: E-Commerce

Chapter 18: Creating Direct Mail Advertising
Chapter 19: Creating and Managing Catalogs
Chapter 20: Creating Print Advertising
Chapter 21: Modeling for Business Decision Support
Chapter 22: Mathematics of Direct Marketing
Chapter 23: Innovation through Creativity and Testing
Chapter 24: Research for Direct Marketing
Glossary

Portrait

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 Associations 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 Stones 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

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