Successful Direct Marketing Methods - Hardcover

Stone, Bob; Stone, Robert B.

Hardcover

ISBN 10: 0844231800 ISBN 13: 9780844231808

Publisher: NTC Business Books, 1988

Synopsis

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!

About this title

From the Back Cover

“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

About the Author

Bob Stone was the cofounder and Chairman Emeritus of Stone & Adler, Inc., now a Young & Rubicam company. One of the pioneers of direct marketing, he was an eight-time winner of the Direct Marketing Association's “Best in Industry Award.” A former director of the Direct Marketing Association, Mr. Stone was one of the earliest inductees into the Direct Marketing Hall of Fame.

Ron Jacobs is president of Jacobs & Clevenger, a multichannel, direct marketing communications agency that provides direct, digital, and database marketing services; transactional branding; and customer marketing programs. J&C’s practice areas include cross-channel strategy and planning, implementation, and creative and database optimization. The author of many articles on direct marketing and a frequent speaker, he works with clients and organizations in the U.S. and around the world.

Edition details

• Publisher: NTC Business Books
• Publication date: 1988
• Language: English
• ISBN 10: 0844231800
• ISBN 13: 9780844231808
• Binding: Hardcover
• Edition number: 4
• Number of pages: 575