Successful Direct Marketing Methods - Couverture rigide

STONE

Couverture rigide

ISBN 10 : 0844230030 ISBN 13 : 9780844230030

Editeur : McGraw-Hill Contemporary, 2000

Synopsis

The foremost authority on direct marketing leads students 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 interactive media and relational databases. All media are covered, including the traditional areas of print, broadcast, co-op, and telemarketing, as well as electronic and interactive media. The Instructor's Manual and Test Bank provide additional exercises and projects, answers to end-of-chapter quizzes, and 50 test questions per chapter, including multiple choice, true and false, and matching questions. Bob Stone's 30 Timeless Direct Marketing Principles Video (VHS format) 60-DAY EXAMINATION

A propos du livre

Présentation de l'éditeur

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.

Quatrième de couverture

“The most thorough, straightforward, and informative book available on direct marketing…As the industry continues to grow, it is essential we have one central resource to fall back upon which clearly states the defining principles, practices, and applications of the direct marketing discipline. This book represents that one key resource for clients, agencies, and students of direct marketing.”
—John R. Goodman, President, Pareto Marketing, Inc.

“A totally current, authoritative marketing corpus for students and executives alike… Stone and Jacobs present a compelling guide to understanding and profiting from the shockwaves of change that have shattered the mass market into pieces as small as a single customer, driving relevancy in marketing and rewriting all the rules.”
—Daniel Morel, Chairman and Global CEO, Wunderman“…Bob Stone and Ron Jacobs have done an excellent job of laying out the requirements for the new era of one-to-one marketing online.”
—George S. Wiedemann, former President and CEO, Responsys.com

“The single most comprehensive and contemporary tool in direct marketing. It is rich in its coverage of the expanded direct marketing landscape…I can’t imagine anyone in direct marketing not finding it indispensable.”
—Jerry I. Reitman, former Executive Vice President, The Leo Burnett Company, and author of Beyond 2000: The Future of Direct

Détails de l'édition

• Éditeur: McGraw-Hill Contemporary
• Date d'édition: 2000
• Langue: anglais
• ISBN 10: 0844230030
• ISBN 13: 9780844230030
• Reliure: Relié
• Numéro d'édition: 6
• Nombre de pages: 640
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible