Successful direct marketing methods

Stone, Bob

ISBN 10: 0872510166 / ISBN 13: 9780872510166

Edité par Crain Books, 1975

A propos de cet article

N° de réf. du vendeur 230428057

Détails bibliographiques

• Titre: Successful direct marketing methods
• Éditeur: Crain Books
• Date de parution: 1975
• Langue: anglais
• ISBN à 10 chiffres: 0872510166
• ISBN à 13 chiffres: 9780872510166
• Reliure: hardcover
• État de l'article: Very Good

A propos de ce titre

Synopsis

Book by Stone Bob

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.