Successful Direct Marketing Methods: Interative, Database, and Customer-based Marketing for Digital Age

3.86 avg rating
( 37 ratings by GoodReads )
 
9780071458290: Successful Direct Marketing Methods: Interative, Database, and Customer-based Marketing for Digital Age

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.

"synopsis" may belong to another edition of 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 marketingcommunications agency that provides direct,digital, and database marketing services;transactional branding; and customermarketing programs. J&C’s practice areasinclude cross-channel strategy and planning,implementation, and creative and databaseoptimization. The author of many articles ondirect marketing and a frequent speaker, heworks with clients and organizations in theU.S. and around the world.

"About this title" may belong to another edition of this title.

Top Search Results from the AbeBooks Marketplace

1.

Stone, Bob; Jacobs, Ron
Published by McGraw-Hill Education
ISBN 10: 0071458298 ISBN 13: 9780071458290
New Quantity Available: 1
Seller
Cronus Books
(Carson City, NV, U.S.A.)
Rating
[?]

Book Description McGraw-Hill Education. Book Condition: New. 0071458298 New Inside & Out. Crisp & Clean! Excellent book! ( z1s82B ) ** Fast Shipping! **. Bookseller Inventory # SKU1011139

More Information About This Seller | Ask Bookseller a Question

Buy New
14.62
Convert Currency

Add to Basket

Shipping: 3.31
Within U.S.A.
Destination, Rates & Speeds

2.

Stone, Bob; Jacobs, Ron
ISBN 10: 0071458298 ISBN 13: 9780071458290
New Hardcover Quantity Available: 1
Seller
AMAZINGBOOKDEALS
(IRVING, TX, U.S.A.)
Rating
[?]

Book Description Hardcover. Book Condition: BRAND NEW. BRAND NEW. Fast Shipping. Prompt Customer Service. Satisfaction guaranteed. Bookseller Inventory # 0071458298BNA

More Information About This Seller | Ask Bookseller a Question

Buy New
23.60
Convert Currency

Add to Basket

Shipping: 3.31
Within U.S.A.
Destination, Rates & Speeds

3.

Stone, Bob; Jacobs, Ron
Published by McGraw-Hill (2007)
ISBN 10: 0071458298 ISBN 13: 9780071458290
New Hardcover Quantity Available: 1
Seller
Book Deals
(Lewiston, NY, U.S.A.)
Rating
[?]

Book Description McGraw-Hill, 2007. Book Condition: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: The book that helps you make the most of the latest marketing techniques. Bookseller Inventory # ABE_book_new_0071458298

More Information About This Seller | Ask Bookseller a Question

Buy New
32.42
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

4.

Stone, Bob; Jacobs, Ron
ISBN 10: 0071458298 ISBN 13: 9780071458290
New Quantity Available: 1
Seller
Book Park
(Southfield, MI, U.S.A.)
Rating
[?]

Book Description Book Condition: New. Brand New Book. Bookseller Inventory # 0071458298BYR

More Information About This Seller | Ask Bookseller a Question

Buy New
32.44
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

5.

Stone, Bob; Jacobs, Ron
ISBN 10: 0071458298 ISBN 13: 9780071458290
New Quantity Available: 5
Seller
GreatBookPrices
(Columbia, MD, U.S.A.)
Rating
[?]

Book Description Book Condition: New. Bookseller Inventory # 3428430-n

More Information About This Seller | Ask Bookseller a Question

Buy New
30.31
Convert Currency

Add to Basket

Shipping: 2.19
Within U.S.A.
Destination, Rates & Speeds

6.

Stone, Bob; Jacobs, Ron
Published by Mcgraw Hill Publishers
ISBN 10: 0071458298 ISBN 13: 9780071458290
New Quantity Available: > 20
Seller
INDOO
(Avenel, NJ, U.S.A.)
Rating
[?]

Book Description Mcgraw Hill Publishers. Book Condition: New. Brand New. Bookseller Inventory # 0071458298

More Information About This Seller | Ask Bookseller a Question

Buy New
31.55
Convert Currency

Add to Basket

Shipping: 2.91
Within U.S.A.
Destination, Rates & Speeds

7.

Stone, Bob; Jacobs, Ron
ISBN 10: 0071458298 ISBN 13: 9780071458290
New Quantity Available: 1
Seller
Castle Rock
(Pittsford, NY, U.S.A.)
Rating
[?]

Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97800714582901.0

More Information About This Seller | Ask Bookseller a Question

Buy New
33.16
Convert Currency

Add to Basket

Shipping: 3.31
Within U.S.A.
Destination, Rates & Speeds

8.

Stone, Bob; Jacobs, Ron
Published by McGraw-Hill Education (2008)
ISBN 10: 0071458298 ISBN 13: 9780071458290
New Quantity Available: 1
Seller
Books2Anywhere
(Fairford, GLOS, United Kingdom)
Rating
[?]

Book Description McGraw-Hill Education, 2008. HRD. Book Condition: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Bookseller Inventory # GB-9780071458290

More Information About This Seller | Ask Bookseller a Question

Buy New
30.37
Convert Currency

Add to Basket

Shipping: 9
From United Kingdom to U.S.A.
Destination, Rates & Speeds

9.

Stone, Bob; Jacobs, Ron
Published by McGraw-Hill Education - Europe (2007)
ISBN 10: 0071458298 ISBN 13: 9780071458290
New Hardcover Quantity Available: 1
Rating
[?]

Book Description McGraw-Hill Education - Europe, 2007. Book Condition: New. Helps marketers understand and implement complex direct marketing tools and techniques. Num Pages: 696 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 246 x 201 x 42. Weight in Grams: 1368. . 2007. 8th Edition. Hardcover. . . . . . Bookseller Inventory # V9780071458290

More Information About This Seller | Ask Bookseller a Question

Buy New
41.34
Convert Currency

Add to Basket

Shipping: FREE
From Ireland to U.S.A.
Destination, Rates & Speeds

10.

Stone, Bob; Jacobs, Ron
Published by McGraw-Hill Education - Europe 2008-01-01 (2008)
ISBN 10: 0071458298 ISBN 13: 9780071458290
New Hardcover Quantity Available: 1
Seller
Blackwell's
(Oxford, OX, United Kingdom)
Rating
[?]

Book Description McGraw-Hill Education - Europe 2008-01-01, 2008. hardback. Book Condition: New. Bookseller Inventory # 9780071458290

More Information About This Seller | Ask Bookseller a Question

Buy New
36.99
Convert Currency

Add to Basket

Shipping: 4.50
From United Kingdom to U.S.A.
Destination, Rates & Speeds

There are more copies of this book

View all search results for this book